Raazi

Founder Arjun Narayen set out to bring Americans closer to the tea he grew up loving. His Brooklyn-based company, Raazi, approached Wedge to build a brand rooted in his Indian heritage, with an invitation to make more room for the present.

In a world of notifications, where the next moment promises to be more exciting than this one, Raazi invites you to a new ritual: to pause, like many humans have for thousands of years, in cultures all across the world. That pause became the opportunity, and the heritage of the brand became the inspiration. We looked to the deliberate craft of Indian block printing to create a brand that makes taking your time feel natural.




“Slow The Now”, the brand’s north star, translated into a thoughtful design system that brings in codes of ‘time’ through craft: a hand-drawn logo and borders, sun-worn colors, 35mm film, and signature red drawn from Indian stamps and seals. The greater emotional takeaway is more than tea. It is an intentional brand world that calls you to Slow The Now, wherever you are.