Raazi
Slow The Now, one tea ritual at a time
Wedge built Raazi’s brand around founder Arjun Narayen’s Indian heritage and an invitation to pause. The Brooklyn tea company’s Slow The Now idea turns the tea ritual into a moment of attention within everyday life. Indian block printing informed the direction, with deliberate craft becoming a way to express time visually. Hand-drawn lettering and borders, sun-worn colours and 35mm film photography develop the atmosphere. A signature red draws from Indian stamps and seals. Together, these elements connect the brand’s cultural roots with a contemporary proposition centred on slowing down.
Insights
- The tea ritual provides a concrete expression of the brand’s invitation to slow down.
- Block-printing references translate heritage into lettering, borders and material character.
- Film photography and sun-worn colour reinforce the deliberately unhurried presentation.
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