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Cuḍō is a brand concept for a set of herbal teas. Coming from a small country in Eastern Europe, called Bulgaria, these teas are a natural wonder. Cuḍō is a brand and package that aims to reveal and tell the story and origin of the Bulgarian herbal teas.


Branding and Identity, Package Design,

Art Direction,

Product Photography


Illustrator, 3-D Design, Laser Cutter


October 2021 - December 2021

Case Study

Project Overview

Cuō is a concept for a brand of herbal teas, that originate from various regions in Bulgaria, and this brand and packaging is designed to tell the story and grow the market for herbal teas. 

The design of the package keeps in mind various important aspects: reusability, accessibility, sustainability, as well as innovation. The package is made from wood and other sustainable materials to extend the packaging life, past single-use. 


The brand name Cuō, comes from the Bulgarian word “чудо”, meaning miracle or wonder, as mountain herbal tea, is one of the “miracles” of Bulgarian herbs.

The name of the brand Cuō is spelt using Latin letterforms rather than Cyrillic, so that it can be read by a wider audience. The logo also takes the form of the phonetic transcription, rather than the word itself, so it can be read with the same pronunciation in English, as it would have in Bulgarian.

Bulgaria is a small country, rich in culture and history. Each coaster design is inspired by traditional cultural patterns, often found in traditional Bulgarian designs. The implementation of the cultural element reflects the significance of the tea in the Bulgarian culture, to contribute to the story the brand and package aim to tell.

The top of the box consists of cut-out wooden hexagons that attach together to form the lid. Each of them can be used as a coaster while drinking the tea, and then placed back into the lid compartment in order to be stored away neatly, and to close the box.

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Initial Drafts

Before creating the final model of the box, I created various prototypes, at different stages of the project, to ensure measurements were correct, size was suitable, as well as ideation.

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