DESIGN SPECS
THE CLIENT
Sugar Lemon Tea Company draws inspiration from New York’s vibrant modern art scene.
The founders envisioned creating a welcoming space where like-minded individuals could connect and share conversations over a cup of tea.
THE PROJECT
Create a brand identity for Sugar Lemon Tea Company that blends the artistry of traditional tea-making with a sleek, modern aesthetic.
The design should reflect the warmth and heritage of vintage tea culture while appealing to contemporary audiences.
DEMOGRAPHIC
The target demographic is primarily female (65%), aged 20 and older, with a strong appeal among Millennials (87% of whom drink tea).
The brand reaches individuals across diverse occupations and lifestyles.
The
Logo
The fonts used:
Reality Sunday; inspired by vintage designs
Futura to modernize the logo
Pastels were employed to
upkeep the branding style
The vintage shape
allows the logo to
be easily reproduced
on any surface & color
The watercolor
pattern enforces
the handmade branding
The
Packaging
Each box displays
a new watercolor pattern
based on the flavor of the tea
Metallic finish to promote
the clash of traditionalism vs modernism
The
Campaign
Futura font used for consistency
An easily repeatable
template that can be used for
both landscape & horizontal images
The
Store
The lemon pattern was
cropped to create window decals
The logo's shape
allows the name to be clear & legible
The
Merchandise
Made of vintage soft cotton
The pattern is
repeated on fabrics
The tea box design
is repeated on store bags
Additional Marketing Campaign:
New customers & members receive a free mug with their first purchase. This allows for the brand to be placed inside the home as well as having the consumer reminisce on Sugar Lemon every time they use the mug
Sugar Lemon is a fictional company created for educational, non-commercial purposes only.