Teal

MY ROLE

TOOLS

TIMELINE

BRIEF

Graphic Designer

Project Manager

Brand Designer

Packaging Designer

Adobe Illustrator

Adobe Photoshop

Mockups

Nov 2022

2 weeks

Create a brand identity and packaging for a new premium tea tablet product.

BIG IDEA

TONE OF VOICE

Pressed, organic, ground leaf teas and herbs, shaped into tablets, that
quickly melt into hot water. This is an environmentally friendly, bag-less
tea product.

Fresh, elegant.
Millennials, medium-high & high income.

BRAND BUILDING BLOCKS

COLOUR

The name: TEA + L: the “L” stands for “love”. Love for tea, love for the
planet, love for sharing.

Teal combines the calming properties of blue with the
renewal qualities of green. It is a revitalizing and rejuvenating color that also represents open communication and clarity of thought; it can be found in nature combining blue skies and green fauna.

SOLGAN

The real Tea Treat

DELIVERABLES

DESIGN CHALLENGE

This project was designed for a design challenge ran by Abi Connick (Designer & Educator) and Design Bros (Creative Design Platform).

Logo Design

Product Packaging

Logo Design

DESIGN DECISIONS

I chose a strong, eye-catching logo in teal colour. The brand consists of tea leaves incorporated into the ‘T’ and ‘L’ in perfect symbioses. I used an elegant bold font on the primary logo which I feel demonstrates a suitable class which the brand is hoping to convey.

To make the teal colour really ‘pop’, I used a crisp white background to contrast the bright colour of the ‘Teal’ logo.

BRAND MARK

I created a brand mark of the ‘T’ with the leaf from the logo, as an easy way to recognise the brand. This was used on the cap of the product and can be used on photos, receipts and the website for example.

Packaging Design

FONTS

I used a cursive font on the packaging for the slogan, as it adds to the quirky and exclusive tone and appeals to the medium-high to high income customers.

INFORMATION HIERARCHY

I created an information hierarchy on the packaging by using smaller, thinner and colour variations of the font. The organic symbol is displayed in the upper right corner and basic product information is displayed on the front of the packaging but doesn’t distract from the logo, which is of the utmost importance and is rightfully the centre of attention.

PACKAGING BACKGROUND

The background of the packaging label is a teal gradient, to represent the tea tablet dissolving in hot water. I added white line art leaves on top of the gradient, representing the tea product and giving an organic, fresh tone. The simple line art conveys the simplicity of this innovative product - just dissolve a tea tablet in hot water!

Brand Assets

I showcased the branding on a bright, modern and welcoming photos, to appeal to the visually orientated millennials - who are the target audience for the product.

The photos can be used on the brand’s website or social media - where the brand will likely find most of their customers.

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