Case Study/

Tea-Inspired Pattern Design & Lettering

A self-initiated packaging project, balancing organic shapes with structured geometry and celebrating the many flavours of tea.

Overview

As someone fuelled by tea rather than coffee, I was struck by reports that tea drinking is in decline in England. In response, I set out to design packaging that celebrates the art of tea, letting intricate illustrations take centre stage while lettering complements the design.

Selection of sketches for the Tea Patterns – Jamie Clarke Type
Hibiscus and Wild Berry Tea pattern

Method

When combining imagery with lettering, I prefer structure over excess. William Morris said, “structure is a wall against vagueness,” and I took this to heart, beginning with a precise grid layout to guide the illustrations. The same principles I apply to type design – rhythm, uniformity, and clarity – shaped the patterns.

Jasmin Tea Patterns crop
Apple and Cranberry Pattern artwork

Outcome

The final patterns bring a structured elegance to the packaging, striking a balance between order and ornament. The project was featured on the TypographHer blog in the article ‘Craftsmanship that would make William Morris proud’.

The lettering I drew for the titles later inspired my typeface Span, which carries the same high-contrast, engraved style and glyphic serifs.

Beautiful work. I trust him with my trickiest projects
Paul Vaughn, Creative Director – Orvis

Get in touch

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Photo of Jamie Clarke – Let’s chat about your project