One brand. Three audiences. Three completely different worlds.
Lagom is a wellness tea brand I created for my senior thesis, built around one name, one mission, and one belief system. The name comes from the Swedish concept of just enough: balance, moderation, and mindful living. That idea became the foundation for everything. I then built three distinct packaging systems around it, each tailored to a specific audience and health need.
Heart Health: Egyptian Hibiscus
Rooted in ancient ritual and trusted ingredients. Clay reds, oxblood, and deep plum draw from Egyptian papyrus and botanical forms. The tone is nautral quiet strength care over cure, never fear.
Menopause & Hormonal Balance: Red Clover
Designed to normalize not fix. Light creams, blush tones, and generous negative space create something that feels reassuring without being patronizing. For women who deserve gentleness, not a solution.
Cellular Health: Green Tea
The premium tier. Loose leaf tea as luxury ritual, inspired by Chinese heritage and elevated through modern design. Deep greens and gold accents. Slow, intentional, respectful.
Together, the three form a complete thesis: that empathetic design doesn’t mean losing your voice, it means knowing exactly how to use it.
