Chosen logo for start-up loose leaf tea company.

The brand's values and messaging themes of freedom of choice & empowerment were heavily inspired by the U.S. civil rights movements of the '60s & '70s.

Target audience: People who want to belong to a "tea scene" for like-minded individuals, but don't find themselves aligning with any of the current tea-drinking demographics, and are often dismayed by the negative stigmas surrounding tea.

Tone: Should reflect the era, but avoid overly militaristic or psychedelic themes. Should portray boldness & strength, while still being fun, energetic, & youthful.

Rationale: This character-based design is fun and energetic, and subtly alludes to the solidarity Power Fist gesture. The male character's over-exaggerated hairdo is based on that of James Dean, while his female counterpart is based on Jane Fonda from her mugshot taken in 1970. Unique, stylish characters are pivotal to this concept, and new ones will be developed for each tea type sold. The power of this concept lies in its versatility and expansiveness, as various secondary marks, icons, and graphic elements can be extracted and used throughout the branding suite.

Process image depicts inspiration, sketches, and examples of branding.

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