Work

PRODUCT CONTENT · DESIGN SYSTEM

Building consistency across a diverse tea assortment

I designed and produced a reusable Figma system, product imagery and A+ content across Numi’s tea assortment.

Numi Organic TeaDesign and productionDesign system / Product imagery / A+ content / Amazon2025

Numi’s assortment spans tea varieties, pack sizes, and preparation methods. Each product needed a recognizable place in the brand while giving shoppers clear reasons to choose it. I designed and produced a reusable Figma system, primary and secondary product imagery, and A+ content across the assortment. The work brought a consistent visual approach to product recognition, ingredients, preparation, sourcing, and brand education.

Brand

Numi Organic Tea

Year

2025

Channel

Amazon

Role

Design and production of the Figma system, product imagery and A+ content; advising manager on the Brand Store

Primary images · boxed, 100-count, loose-leaf and iced

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Four of the primary images I designed: Rooibos (54 tea bags), Moroccan Mint (100 tea bags), Ti Kuan Yin loose leaf and High Mountain Black iced tea.

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The challenge

Consistency without losing product differences

Every product needed to read as Numi, and every tea needed to stay distinct. The approach had to hold across primary images, secondary images and A+ content.

Recognition
Shoppers needed to identify the product, the variety and the pack format quickly.
Information
Where relevant, ingredients, flavor, caffeine and preparation had to be easy to find.
Character
Each tea needed its own character within a consistent family.
Coverage
The same approach had to carry across primary images, secondary images and A+ content.

Three Numi primary images in different formats: Jasmine Green boxed tea (18 tea bags) with loose tea in a circle and jasmine flowers; Aged Earl Grey loose-leaf pouch (200+ cups of tea) with orange peel; Classic Black iced tea box (24 iced tea bags, 384 cups) with an iced-tea photograph. — Jasmine Green (18 tea bags), Aged Earl Grey loose leaf and Classic Black iced tea, from my production Figma file.

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The reusable foundation

Components, assembled images, product variations

I organized the system in three layers, so each tea was built from the same parts and still looked like itself.

01
Product presentation
One hero component with five variants: single pack, 3-pack, 100-count, loose leaf and iced tea.
02
Ingredient and tea assets
Variant sets for each tea’s pack art, loose-tea crop, tea pile, and flowers and leaves, plus icon and certification components.
03
Application
The finished primary images, secondary images and A+ modules, built from those components.

Components

Each tea has its own variant in the shared sets. For Jasmine Green: the loose-tea crop, the pack front and a jasmine sprig.

Design system · Jasmine Green variants

Three components from the Numi design system for Jasmine Green: a circular crop of loose jasmine green tea with a coral ring, the Jasmine Green pack front, and a jasmine sprig with a green tea leaf.

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Assembled image

The single-pack variant places them in a fixed arrangement: loose tea at top left, the pack in the center, the count tab beside the NUMI band, ingredients at the lower edge.

Primary image · 18 tea bags

The assembled Jasmine Green primary image: loose tea in a circle at top left, the 18-tea-bag pack in the center, an 18 TEA BAGS tab beside the NUMI band, and jasmine flowers at the lower right.

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Product variations

The same tea assets fill the 3-pack, 100-count and loose-leaf variants. The arrangement holds; the pack, the count and the proportions change with the format.

Primary images · 54 tea bags, 100 tea bags, loose leaf

Jasmine Green primary images in three formats built from the same components: a 54-tea-bag multipack, a 100-tea-bag pack and a loose-leaf pouch marked 200+ cups of tea.

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Reuse in secondary images

Shared secondary images are components too. The ingredient layout was built for Jasmine Green; Aged Earl Grey uses an instance of it with its own ingredients, icons and copy. The plant-based wrapper image is the same component in the Figma sets for five teas. A change to a shared layout carries to every tea that uses it, while product-specific art and copy stay as overrides.

Jasmine Green secondary image titled Natural Jasmine Calm, with three icon panels: Organic Green Tea (light, fresh, crisp green tea from whole Chinese leaves), Real Jasmine Blossoms (naturally scented with fresh blossoms, never sprayed) and Delicate Floral Calm (a soft floral aroma for a calm, relaxing ritual). — The same ingredient layout, with each tea’s own ingredients, icons and copy.

Aged Earl Grey secondary image titled Earl Grey Meets Bergamot, with three icon panels: Organic Assam Tea, Real Italian Bergamot Oil and Smooth & Bold, in the same layout as Jasmine Green’s ingredient image. — The same ingredient layout, with each tea’s own ingredients, icons and copy.

The icon library in the Numi design system: line icons for hot and iced tea, tea bags, kettles, timers, thermometers, leaves, flowers and ingredients, plus certification marks with short captions. — Icon and certification components used across secondary images and A+ modules.

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From listing to A+

One product, from listing images to A+

Jasmine Green shows how the system carries through one product. The secondary images answer a shopper’s questions in order; the A+ content extends the same structure.

Appeal

An iced serving sets the mood, and a flavor-profile strip describes the taste in one line.

Secondary image · flavor

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Understanding

Three ingredient panels explain what is in the cup: organic green tea, real jasmine blossoms, and the floral calm they add.

Secondary image · ingredients

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Use

Brewing steps give the water temperature, quantity and steep time, with a note for making it iced.

Secondary image · preparation

Secondary image titled Brew the Perfect Cup: heat 8 oz of water to 175–185°F, place 1 tea bag in a cup, pour and steep 2–3 minutes, remove the bag and enjoy hot or iced. For 1 serving. For iced tea: double the tea, steep, chill, pour over ice. A woman holding a cup of tea at right.

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Trust

Sourcing and packaging close the set: the tea’s origin in Jiangxi, China, with its certifications, then the plant-based wrappers.

Secondary image · sourcing

Jasmine Green secondary image: Grown in the tea gardens of Jiangxi, China, over a map filled with a tea-garden photograph. Beside it, USDA Organic (certified organic with no synthetic chemicals), Fair Trade Certified (supports fair wages and safe working conditions) and Climate Neutral (we offset emissions to protect the planet).

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Secondary image · packaging

Secondary image titled Earth to Earth, with a plant-based tea wrappers badge: tea wrappers made from renewable plant fibers that break down naturally, designed to reduce waste and keep microplastics out of the cup. Wrapped Numi tea bags on mulch, with a compostable badge.

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A+ content

Each A+ layout opens with the product, then caffeine and preparation, then ingredients and certifications. Two closing modules, About Numi and the seasonal collection, are shared across teas. The preparation module shows the balance: its layout stays fixed while the caffeine level, color, temperature and steep time change with each tea.

Three A+ caffeine and preparation modules side by side. Jasmine Green: Medium Caffeine for Calm, 175°F, 2–3 mins, in coral. Moroccan Mint: Caffeine-Free for Cool Clarity, 212°F, 5–6 mins, in green. Gunpowder Green: Medium Caffeine for Balance, 185°F, 2–3 mins, in olive green. Each has the same dark preparation panel and iced-tea note. — The layout, the preparation panel and the iced-tea note stay fixed. The caffeine level, headline, color, temperature and steep time change with each tea.

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Across the assortment

Applied by category

I carried the system across boxed teas, loose-leaf teas and iced teas, and through the pack sizes each tea comes in.

Nine boxed-tea primary images: Jasmine Green, Aged Earl Grey, Gunpowder Green, Kukicha, Matcha Toasted Rice, Moroccan Mint, Rooibos, Sweet Slumber and White Rose. Each pack has the NUMI band, a circle of loose tea and its own color and ingredient art. — A selection from my production Figma file. Pack sizes vary by tea, for example 54, 18 and 100 tea bags, or 48 and 16.

Nine loose-leaf primary images, each a kraft pouch marked 200+ cups of tea with loose tea in a colored circle: Jasmine Green, Aged Earl Grey, Ti Kuan Yin, Breakfast Blend, Chinese Breakfast, Emperor’s Pu-erh, Gunpowder Green, Moroccan Mint and Rooibos Chai. — A selection from my production Figma file. Pack sizes vary by tea, for example 54, 18 and 100 tea bags, or 48 and 16.

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Brand Store

A related leadership contribution

Alongside my hands-on product-content work, I served as an advising manager on Numi’s Brand Store. The Store organized the assortment through tea categories, ingredients, and brand education.

Brand Store — advising-manager contribution

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Brand Store — advising-manager contribution

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Tea categories and brand education, from the Brand Store Figma file.

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Reported results

Creative measure and business context

The engagement reported a creative measure for primary imagery, alongside program-level results for 2025.

Creative measure

Primary-image click-through rate: 0.35% → 0.56%. A 0.21 percentage-point increase, about 60% relative lift.

2025 engagement context

Amazon revenue: +38% year over year. Program result across all initiatives.
Advertising spend: $250,000 reduction. A total ad-spend reduction, not a creative saving.

Results are engagement-reported. Creative optimization was one part of a broader catalog and advertising program; the overall revenue and advertising figures are not isolated measures of creative impact.

What the work established

One foundation, distinct teas

The system created a consistent foundation across a varied assortment, while the finished content retained the details that made each tea distinct.

The work shows how I build reusable components, make product information easier to navigate, and carry a system through detailed production.

Consistency without losing product differences

Recognition

Information

Character

Coverage

Components, assembled images, product variations

Product presentation

Ingredient and tea assets