Noveltea is a fictional brand of tea that creates one-of-a-kind blends. Each flavor is a fusion of the finest ingredients from across the world including whole leaf tea leaves, spices, fruits and herbs. The company is specifically geared toward the educated, urban, health conscious man. They are somewhere in their late 20’s to early 40’s and climbing their way up the corporate ladder. The branding and packaging was designed to feel innovative, refined, bold and contemporary, complementing the nature of its consumer.