cherishing the pearl of teas

Help establish the brand identity from naming to design, for a Laotian tea brand with the mission of bringing the essence of authentic Laotian teas to worldwide tea lovers.
The brand strategy will revolve around their vision of providing tea lovers easy access to Laos teas that are unique, safe and healthy.
We hoped to create a brand based on traditional roots while having a contemporary twist.

The final decision was to name it ‘Lane Xang’, derived from the historic Lao Kingdom of Lan Xang Hom Khao, meaning "Million Elephants and White Parasols," symbolizes the deep cultural roots of Laos.

Lane Xang's Journey to Authenteacity

01

when thoughts propAgate

Lane Xang is a pioneering tea brand dedicated to bringing the rich heritage of Laotian tea to a global audience.

Rooted in the ancient traditions of Laos, the brand seeks to preserve and promote unique, high-quality teas while empowering local communities. Laotian tea, celebrated for its distinctive flavors, natural health benefits, and cultural significance, has long been a hidden gem in the tea world.

However, making it accessible worldwide poses significant challenges, including overcoming market dominance by established tea varieties, ensuring authenticity in sourcing, and bridging cultural gaps.

02

sowing the seeds

With a two-day facilitated session, we met with the local team and help clarified the brand vision, mission and core values.

The brand strategy will revolve around their vision of providing tea lovers easy access to Laos teas that are unique, safe and healthy.

Naming The Brand

A name that is based on traditional roots while having a contemporary twist is deemed suitable. The final decision was to name it ‘Lane Xang’, derived from the historic Lao Kingdom of Lan Xang Hom Khao, meaning "Million Elephants and White Parasols," symbolizes the deep cultural roots of Laos.

Lane Xang’s Mission

To make authentic Laotian tea easily accessible to tea lovers worldwide while uplifting the local Laotian communities.

The Significance of Laotian Tea

Laotian tea, known for its unique flavours and health benefits, holds a special place in the world of tea connoisseurs.

03

the challenging weather

During branding and packaging, challenges included balancing cultural reverence with commercial appeal—ensuring designs honored Laotian motifs without exoticizing them—and navigating supply chain logistics in remote areas.

Market competition from established brands required bold differentiation, addressed through iterative testing of illustrations for shelf impact.

Cultural sensitivity was maintained via consultations with Laotian stakeholders, while production hurdles like eco-friendly materials were overcome by partnering with sustainable printers, resulting in packaging that is both visually striking and environmentally responsible.

04

the resilient saplings

VISUALISING THE PEARL OF TEAS

Created based on the concept ‘ The Pearl of Teas ‘, the ingredients that make up an excellent cup of tea are illustrated. Consisting of a pair of feminine hands at the bottom to represent the majority of female workers in Laos’ tea industry, holding a pearl in the palms from the soil, it symbolizes that Lane Xang aims to produce tea leaves that are beloved, tying back to the Chinese idiom - a pearl in the palm.

All in all, the Lane Xang logo represents a unique, healthy and safe contemporary tea brand that believes that teas should be cherished and appreciated with the right processing methods for tea lovers.