BRIEF: INTANGIBLE HERITAGE

CONCEPT TITLE: JEWITCHES

Unveiling Heritage Through Tea leaves: Packaging design based on Jewish Magic

This project delves into the personal exploration of heritage through the creation of a brand identity for a line of organic herbal tea blends inspired by Jewish intangible culture, specifically the fascinating yet often misunderstood world of Jewish culture, witchcraft and herbalism.  More than just a product design, exploring Intangible heritage through Jewish witchcraft is a deeply personal journey of reconnecting with my own ancestral roots and celebrating the richness of Jewish folklore and traditional healing practices.
Talk about intangible heritage (see: brief)

Research & Influences:

My research began with a yearning to understand my own Jewish heritage.  Growing up feeling a disconnect from my cultural background, I embarked on a quest to build bridges with the past.  This exploration led me to delve into the vibrant world of Jewish folk art, where intricate woodcuts and tapestries pulsated with bold colours and symbolic imagery

These visual elements served as a source of inspiration for the brand identity, their playful energy echoing the celebratory spirit of intangible heritage.

(Talk about analog, tactility
Talk about handmade craftsmanship
Talking about preserving crafts
Talk about authenticity)

Further enriching the project was a deep dive into Jewish folklore surrounding healing plants and their connection to Jewish mysticism.  These whispered tales, passed down through generations, spoke of a profound respect for nature and the power of plants for healing and spiritual connection.

This theme of herbal wisdom became a cornerstone of the project, influencing not only the design elements but also the very essence of the tea blends themselves, formulated using the same healing herbs mentioned in these narratives.

The Kabbalah, a mystical system of Jewish thought, provided a rich visual vocabulary for the project.  The Tree of Life, with its interconnected spheres representing divine attributes, resonated deeply with my own search for belonging and a sense of place within my heritage

This powerful symbol offered a roadmap for integrating cultural meaning into the design, fostering a sense of connection between the past and present. It was important to me that my outcome resonated with my target audience by maintaining a more contempory style.

The artistic influences for “Place” are multifaceted.  The playful exuberance of Miriam Shapiro’s folk art merged with the symbolic richness of Mark Rothko’s color field paintings.  Shapiro’s use of bold patterns and vibrant colors felt akin to the energy I wanted to capture in the brand identity.  Rothko’s ability to evoke emotion through color became a guiding principle, as I aimed to create a design that resonated on both a visual and an emotional level.

My research for “Place” began with a deeply personal yearning to understand and connect with my Jewish heritage. Growing up feeling a disconnect from my cultural background, I embarked on a quest to build bridges with the past. This exploration led me to delve into the vibrant world of Jewish folk art, where intricate woodcuts and tapestries pulsated with bold colors and symbolic imagery.

(Insert specific image references of Jewish folk art, e.g., woodcut prints from Eastern Europe).

These visual elements weren’t just aesthetically pleasing; they were imbued with a rich cultural history.  The very act of creating these artworks – the meticulous carving of woodblocks, the patient stitching of tapestries – spoke to a tradition of handmade craftsmanship on the verge of fading. 

This emphasis on tactility and the authenticity of analog art resonated deeply with me.  In our increasingly digital world, there’s a growing appreciation for the imperfections and physical presence of handmade objects.  The subtle variations in a woodcut print, the texture of woven threads – these qualities tell a story beyond what a perfect digital image can achieve.  This resonated with the concept of “Place,” where the act of brewing tea becomes a ritualistic connection to the past, a tangible way to connect with ancestral traditions.

The concept of preserving cultural heritage through design aligns with the work of folklorist Ruth Matilda Anderson (1949).  Anderson argued for the importance of documenting and celebrating folk art traditions, particularly those at risk of disappearing.  “Place” aspires to do just that – to celebrate the rich symbolism and narratives embedded within Jewish folk art by translating them into a contemporary design language.

The artistic influences for this project are a confluence of playful exuberance and profound symbolism. Miriam Shapiro’s folk art, with its bold patterns and vibrant colors, perfectly captured the celebratory spirit of Jewish intangible heritage

(Insert specific image reference of Miriam Shapiro’s artwork). 

I aimed to incorporate this sense of joy and vibrancy into the brand identity, making it visually engaging for a contemporary audience.

On the other hand, the work of Mark Rothko provided a counterpoint with its use of color to evoke emotion.

(Insert specific image reference of Mark Rothko’s artwork).

Rothko’s ability to create a sense of contemplation and depth with color resonated with the project’s aim to connect with the spiritual and mystical aspects of Jewish culture.  By merging these influences, I strived to create a design that was both visually stimulating and emotionally evocative.

Looking beyond the world of fine art, I found inspiration in established tea brands known for their dedication to quality and visually engaging design.  Fortnum & Mason and Whittard of Chelsea come to mind, with their use of rich colors, intricate patterns, and illustrations that evoke a sense of heritage and tradition.  These brands exemplify the power of design to elevate a product and connect with consumers on an emotional level.  Similarly, “Place” aspires to use design to tell a story, to create a brand identity that goes beyond the tea itself, offering a glimpse into the rich tapestry of Jewish intangible culture.

The challenge was to incorporate these diverse influences while maintaining a cohesive design language.  Miriam Shapiro’s playful energy found its way into the use of bold colors and patterns in the packaging design.  Mark Rothko’s influence is evident in the subtle color gradients used to create a sense of depth and evoke a contemplative mood.  Drawing inspiration from Fortnum & Mason and Whittard of Chelsea, the final design incorporates illustrative elements that reference Jewish folk art and Kabbalistic symbolism.  This creates a visually engaging brand identity that celebrates heritage while maintaining a contemporary aesthetic.

Creative Process & Problem-Solving

The creative process for this project was an iterative journey of exploration and refinement.  Initial sketches explored various design directions, including a playful “fortune teller” concept featuring the Four Species of Sukkot.
(Insert image of concept sketches).  While conceptually interesting, this approach ultimately lacked practicality for packaging purposes.  This reflection led to a more refined design solution that prioritized user-friendliness while retaining the visual appeal.

(-talk about tactility
-Talk about analog
– talk about incorporating bot
-talk about symbolism
-why packaging? When was that decided?
– talk about why tea? Reference tea as a mindful ritual, something that connects people, reconnects with nature, celebrates and utilises natural ingredients symbolic in Jewish culture, subtle nod to ” reading of tea leaves”)

The final design integrates subtle geometric patterns inspired by the Kabbalah’s Tree of Life, alongside botanical illustrations referencing the healing herbs used in the tea blends

(Insert image of design process).
Colour palette?
Medium?

The creative process for “Place” was an iterative journey of exploration and refinement, driven by a desire to translate intangible heritage into a tangible experience.  The initial exploration embraced the tactility and analog nature of Jewish folk art.  Early sketches, like the playful “fortune teller” concept featuring the Four Species of Sukkot (Insert image of concept sketches), explored the potential of bringing this rich visual language into a three-dimensional form . While conceptually interesting, this approach ultimately presented a challenge – practicality for packaging purposes.  This reflection led to a shift in focus towards a design that could effectively house the tea blends while retaining the visual storytelling element.

The decision to utilize packaging as the primary canvas for the brand identity stemmed from the inherent connection between tea and ritual.  Tea, a practice steeped in tradition across cultures, offered a perfect platform to celebrate Jewish intangible heritage.  The act of brewing and consuming tea becomes a mindful ritual, a way to reconnect with the past and with nature.  The tea blends themselves, formulated using healing herbs mentioned in Jewish folklore, further strengthen this connection.  These natural ingredients, imbued with symbolic meaning, become a tangible link to ancestral wisdom.  The subtle nod to the practice of “reading tea leaves” adds another layer of intrigue, inviting consumers to engage with the symbolism embedded within the design.

The color palette for “Place” is a deliberate blend of vibrancy and serenity.  Bold pops of color, inspired by Miriam Shapiro’s folk art, add a playful energy, reflecting the celebratory spirit of Jewish intangible heritage .  These bursts of color are balanced by more muted tones, echoing the contemplative nature of tea rituals and the wisdom passed down through generations.

The final design incorporates a combination of digital and analog elements.  Subtle geometric patterns inspired by the Kabbalah’s Tree of Life were created digitally, ensuring precision and scalability for packaging.  These geometric elements are then juxtaposed with botanical illustrations referencing the healing herbs used in the tea blends.  These illustrations, created with a combination of hand-drawn textures and digital enhancements, retain a sense of authenticity and craftsmanship, echoing the traditions of Jewish folk art.  This fusion of digital and analog techniques creates a visually engaging design that bridges the past and present.

By prioritizing user-friendliness while retaining rich symbolism and a connection to nature, the final design for “Place” transcends the realm of packaging.  It becomes a tactile touchstone, an invitation to explore the rich tapestry of Jewish intangible heritage, and a celebration of tradition reimagined for a contemporary audience.

Critical Reflection:

Throughout the project, I actively evaluated design choices and their effectiveness in conveying symbolism/ a story.  While the “fortune teller” concept offered a unique approach, it didn’t translate seamlessly into a functional packaging design when I started exploring that direction. This fostered a deeper understanding of balancing cultural accuracy with user experience.  The project also challenged me to consider the target audience.  Initially aimed solely at adults, the design’s playful elements resonated with a broader demographic.  This realisation led to a shift in focus, creating a brand that could connect with tea enthusiasts of all ages, sparking a curiosity about Jewish heritage and culture.

Media & Techniques:

The project primarily utilized hand-drawn illustrations and digital design software.  The initial sketches and explorations were created with ink pens and colored pencils, allowing for a loose and expressive style that captured the vibrancy of Jewish folk art.  The final design was then translated into digital illustrations, incorporating textures and subtle color gradients for a more polished look

(Insert image of design process). 

The use of metallic foil on the initial “fortune teller” concept added a touch of luxury and celebration, further reflecting the brand identity.

Personal Direction & Professional Application:

This project aligns with my passion for using botanical illustrations to explore personal narratives and cultural heritage. This project showcased my ability to research diverse topics and translate them into visually engaging design solutions.  The exploration of Jewish mysticism demonstrates my interest in delving into lesser-known cultural aspects and utilizing them for design inspiration. This topic helped me to intertwine my interests and my ancestry. Furthermore, the project highlights my potential for a career in branding and packaging design, particularly for companies with a focus on cultural celebration or artisanal products. (Fortnum and mason)

Weaving Narrative Through Design:

Informed by extensive research into Jewish folk art, folklore, and the Kabbalah’s mystical practices, the project explores the potential of illustration to tell cultural stories. Intricate details and symbolism inspired by the Kabbalah were incorporated into the brand identity, from the packaging design to the initial “fortune teller” concept.  This exploration aligns with current trends in illustration that emphasize cultural exploration and storytelling through design.

Pushing Creative Boundaries:

The project doesn’t shy away from imaginative exploration.  The initial “fortune teller” concept showcased a willingness to experiment with unique formats and push creative boundaries.  While ultimately not chosen for its functionality, this exploration informed the final design and served as a valuable exercise in creative problem-solving.  The use of metallic foil on the hand-drawn design exemplifies this innovative spirit, adding a layer of visual interest and celebratory tone.

talk about tattoo design

talk about how it pushes boundaries and is an act of protection and rebellion

talk about symbolsm and power

talk about women

talk about women artists

This phase explored the magical symbolism associated with women, focusing on themes of intention, manifestation, and rituals. Each piece aimed to capture the mystical and empowering aspects of these practices

Jewish women and their rich cultural heritage influenced this work, infusing it with historical and contemporary symbolism.

Women are depicted as inherently magical, with symbols of protection, rebellion, and celebration woven into the visuals.

My illustrations took on a tattoo flash sheet aesthetic, representing symbols of protection, rebellion, and celebration, akin to body art.

Photos of edited tattoos on my own skin and paintings of Jewish women highlight the personal and cultural significance of the symbolism.

The exploration of symbolism, mindfulness, and ritual naturally evolved into the concept of a tea brand, blending themes of nature and ritualistic practices.

Final outcome

A Personal Connection:

This project represents more than just a design challenge; it’s a chance to connect with my own family history.  By delving into Jewish cultural elements, I aimed to create a brand identity that resonated with a personal narrative of heritage exploration.  This personal connection fueled the project and guided the design choices.

A Framework for the Future:

The project also highlights my ability to manage projects effectively.  Considering potential future expansion of the brand identity beyond packaging demonstrates a focus on long-term viability. While not directly applicable to this specific project, the overall experience strengthens my ability to present work effectively and curate a professional portfolio showcasing my design direction.

Looking Forward:

“Place” has been a transformative journey of self-discovery and artistic exploration.  It exemplifies my ability to research, analyse, and translate cultural narratives into visually engaging design.  Moving forward, I envision using illustration as a bridge to connect the past with the present, delving deeper into cultural exploration and storytelling through design.