British tea brand Dragonfly Tea is entering the gifting market for the first time, with the help of long-time collaborators Lark Design Studio.
Their new Herbal Tea Collection comes together in a cylindrical tube comprising five of Dragonfly’s most-loved infusions, each one wrapped in richly illustrated, recyclable packaging that celebrates the natural world.
“We’re lucky that Dragonfly Tea already sits at the more premium end of the market, with a strong visual identity and some beautiful existing assets,” says Keith Hancox, founder of Lark Design Studio. “Our role was to reconfigure and elevate those elements for gifting.
“Their everyday range is predominantly white, which helps it stand out on the shelf, but for this product, they wanted to shift into something richer and more emotive.”
Early explorations centred on how far the team could push those familiar design assets without losing recognisability. The answer came in the form of a “border of botanicals” or, in other words, a lush, layered wrap that brings Tatiana Boyko’s hand-drawn illustrations to the forefront.
“The label sits nestled among the illustrations, as if surrounded by the ingredients within, while the dragonfly mascot hovers nearby,” says Keith.
Each gifting tube contains 30 individually sealed string-and-tag sachets, all folded and stitched without plastic or staples, in line with Dragonfly’s long-standing commitment to sustainability. The team also wanted the packaging to feel special, something you’d “happily give or keep after it was finished”.
“The challenge was to introduce a more giftable, luxurious feel without losing that integrity,” Keith explains. “The gold foil was an option on the print run and provided a premium touch, but we used it sparingly, pairing it with a natural kraft paper base to keep the pack grounded and recyclable.”
The metallic accents, used almost like jewellery, catch the light without overwhelming the design.
One concept even ran foil through the stamen of the flowers and veins of the leaves – “but it just felt too much,” Keith admits.
The final design balances elegance and restraint, with colours drawn from the botanicals themselves. Slightly clashing leaves and petals bring an energy that feels alive, echoing the vibrancy of the blends inside.
Dragonfly Tea’s commercial director Nadia Morse says: “As Dragonfly’s first step into the gifting market, the collection opens up the brand to new audiences,” she says. “It’s both a treat for everyday rituals and a thoughtful gift.”
Keith describes it as a design made for two kinds of people: the tea devotee and the curious newcomer. He says, “For regular tea drinkers, it’s a chance to explore different blends without buying multiple boxes.
“For new customers, it’s an approachable way to discover the brand – something that feels thoughtful, natural, and worth displaying on the worktop at home.”
Lark’s partnership with Dragonfly Tea stretches back to the studio’s founding in 2017, and that familiarity shows. “We’ve built an excellent collaborative relationship with them,” says Keith. “The initial conversation was a speculative one – how can we make Dragonfly Tea look giftable? We supplied three concepts and worked together until we got to the final design.”
That process wasn’t without its quirks. “It was the practical considerations next – fitting everything to the cutter guide, allowing space for printing tolerances, and tweaking artwork to sit on a cylindrical surface. Who knew a circular label doesn’t look like a circle if you place it on a cylinder?” he laughs.
For Keith, the outcome is something that perfectly encapsulates Dragonfly Tea’s spirit. “I’m most proud of how the design feels both ‘gifty’ and familiar,” he says. “It’s still recognisable as a Dragonfly Tea product but with more warmth and confidence.
“It was an opportunity to be more bold than usual, and the Dragonfly team were really trusting in us – even if Lark isn’t known for packaging design, although we’d love to do more.”
The finished collection, available exclusively via Dragonfly Tea’s online store, has managed to serve up sustainability and sophistication in the same cup—or, in this case, the same tube.
