BONHEURE

BRAND STRATEGY • NAMING • BRAND VISUAL IDENTITY • PACKAGING • ARTISTIC DIRECTION

INFUSING WELLNESS WITH A SMILE

Bonheure is here to shake up your tea habits — with good vibes only.It turns wellness into something cool, simple, and seriously fun. No pressure, just plants, humor, and a daily dose of happy.
Join the infusion revolution and infuse a little HAPPINESS into this world!

Website
Instagram

THE CONTEXT

Herbal tea? Most people still link it to grandma and bedtime. But tisanes are powerful — filled with natural remedies for everyday struggles. BONHEURE’s mission: flip the script and make herbal tea feel cool, modern, and part of daily life.
THE CHALLENGE

Tisanes aren’t trending. The biggest challenge was changing their outdated image and turning them into lifestyle essentials — like matcha did. In a world of beige wellness brands and sleepy visuals, BONHEURE needed to stand out with boldness, ease, and personality.
WHAT WE DID

We didn’t just rebrand herbal tea. We reimagined the whole experience. In a wellness world filled with beige tones and whispered affirmations, Bonheure shows up like a sunny dopamine hit. No filters, no fluff. Just vibes. We swapped sleepy for cheeky, serious for joyful. Turning herbal tea into a bold, feel-good ritual.

(01) BRAND STRATEGY

The Name
BONHEURE = "Bonheur" (Happiness) + "Heure" (Hour). It’s about savoring the moment, infusing joy into every hour of the day.
Tagline
Let’s infuse change
To offer everyone the wellness they deserve. A new vision of herbal tea: modern, cool, and accessible.
The Jester & The Rebel
Bonheure breaks the rules with a wink. It doesn’t lecture — it laughs, dances, and adds a little mischief to your wellness routine. The Jester brings joy and playfulness, while the Rebel shakes up tired traditions and builds something bold and new.
Busy professionals (25–55) looking for simple ways to unplug and feel good — without needing a retreat or yoga mat.
Breaking the mold of herbal tea with a bold, no-BS take on wellness. Bonheure redefines what it means to take a break.

(02) THE CREATIVE DIRECTION

COLORFUL. PLAYFUL. BOLD. CHEEKY. INCLUSIVE. REAL.

Bonheure shakes up the sleepy standards of wellness — with color, joy, and a whole lot of attitude. Its world is vivid, playful, and real. No filters, no fluff. Just vibes. It’s the D.O.S.E (dopamine, oxytocin, serotonin, endorphins) we all need.

(03) THE VISUAL IDENTITY

LOGO CONCEPT

We crafted a bold, lowercase wordmark using rounded, organic letterforms to reflect Bonheure’s playful and welcoming energy. The bright orange color injects warmth, vitality, and an unapologetically joyful spirit into the brand’s identity.
LOGOMARK CONCEPT

Nicknamed “Éclot”, the logomark is a stylized bloom — part flower, part sunburst. Built from Bonheure’s core pillars — nature, happiness, community, and change — it captures the essence of the brand in one vibrant shape.
TYPOGRAPHY

We chose Hoss Sharp — a bold, accessible, and friendly typeface. Its strong shapes give the brand confidence while remaining welcoming and easy to read.
COLOURS

We chose bold, plant-inspired shades like Blood Orange and Lemon Balm to reflect Bonheure’s joyful, feel-good vibe. The mix is vibrant but soft — modern herbal energy
ILLUSTRATION

Simple, playful, and punchy. We created a set of two-tone illustrations — stamps, clocks, florals, cheeky slogans — that capture Bonheure’s playful spirit.
VISUAL DIRECTION

Think Martin Parr meets herbal joy. We went for candid, colorful shots that celebrate the messy, funny, feel-good reality of everyday life. No filters, just real vibes — captured with flash, bold tones, and a wink of WTF.

(04) HERE’S HOW IT TURNED OUT

BRAND IRL

Bonheure is proof that plant-based rituals can be cheeky, energetic, and full of life. It is building a community that doesn’t just drink to feel better — they sip to celebrate.