Rishi Tea & Botanicals
Senior Designer : Marketing Team : 2022-24
Rishi Tea was founded on the commitment to set the standard for quality and expand the awareness of exceptional tea and its rich, inspirational tradition. Rishi offers premium tea and botanicals imported directly from growers across the world and draw inspiration from ancient artisanal practices that use organic cultivation techniques as well as modern culinary innovation. We are the vanguard practitioners of tea and botanical arts.
Marketing Campaigns
My main responsibilities were to create and design digital campaigns to support the Rishi ecommerce channel to reach subscribers and followers. My work included campaign creative and art direction, photoshoot planning, shot lists and on-site photoshoot direction, and graphics creation for all digital channels including email, social and paid ads. When budget didn’t allow, I utilized the large photo library from past shoots to craft original and fresh campaigns based on the products we wanted to promote and the story we wanted to tell.
During my time with Rishi’s marketing team, I helped establish Figma as the main digital campaign platform where campaigns went from ideation to fully fleshed out. Our entire team could view my work as I designed and I could easily present to the Head of Marketing, President and CEO for quick feedback and approval. Additionally, I was able to create a system where I create templates in Canva for the social media lead to make copy edits on the fly and quickly download and post campaign graphics in tandem with launches.
Packaging Design + Production Management
In addition to creating new and unique packaging design, I also managed the Rishi in-house production designer, who is responsible for all packaging design and copy updates and printing file management and processes.
Photoshoots
At the start of a campaign, I put together documents outlining creative direction for each photo and video shoot. I generated a shot list including styling notes for each photographer/videographer to use and adjust based on their recommendations and style. Offering a mood board for reference, I also assisted during shoots to provide direction on angles to ensure photos could be used for specific applications within each campaign deliverable. And there were many shoots in which I was also used as a tea pouring/enjoying model.
Photographers:
Marketing Print Design + Production
In addition to the ecommerce team, the two other marketing channels that required support at Rishi are the wholesale and retail teams. These teams required both print and digital design and file/production management for specific needs regularly. Unless their needs were for digital ads, email or social graphics for sales and events, I designed the other larger digital sales documents to be used as both digital and print for flexible use. In addition to sales documents, I designed and managed printing process for event booths, swag, product detail sheets and brochures, and signage used in cafes and hospitality settings.
Website
In addition to ongoing website content management, image retouching, optimizing and saving images for specific pages, and UI support, a complete website redesign was carried out during my tenure. I assisted with website agency selection and onboarding, as well as design and UX/UI strategy and feedback. I often acted as the intermediary between the Rishi marketing team and the agency to ensure all necessary functions and important content were implemented effectively throughout the project.
Branding
I assisted with a brand guidelines refresh to include more details on use cases, packaging line collections and styles, and photography direction. I worked with the agency responsible for the original rebrand and built out the guideline document to capture further detail. Depending on what our needs were for specific contractors or agencies we worked with, I updated the guidelines to provide specific direction.