Each tea in their collection is personified as a unique female character, designed to reflect the flavor’s spirit and story. Victoria represents their black tea blend - rich, bold, and full of depth. The goal was to bring her to life through an illustration that embodies elegance, strength, and timeless femininity.

A new symbol, visual style, and packaging system were created, covering over 80 products across four main categories. Most of the product names were also reinvented in line with the new concept.

This campaign pushed Witch&Wizard to rethink how identity can live across different voices and visuals while staying true to a core idea. A flexible visual style and grid system hold the work together. It’s structured enough to guide, but open enough to adapt—just like the people it represents.