Selah Tea Co is a concept e-commerce tea brand developed as my senior thesis project at the University of Arkansas. Rooted in the research question, "How might an e-commerce tea brand address gaps in U.S. tea culture through intentional brand design and accessible education, welcoming new drinkers while sustaining long-term engagement for experienced tea enthusiasts?", the brand was designed to make tea accessible to new and casual drinkers through intentional brand design and accessible education. Deliverables include a full brand identity system, an five-flavor tea line with packaging, a brand website, a package insert, an education hub, a how-to-steep video, and a comprehensive research report documenting the process from start to finish.