Logo proposal 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: Client expressed affinity for '60s-era comic book art. This expressive, typographic exploration of the visual onomatopoeia of the company name was inspired by the dynamic visual sound effects found in vintage comic books, and uses heavily saturated colors and excitable phrases to incite action. Intentionally weather-beaten and made to look like it was printed on old, cheap newsprint.

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

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