Teavana Rebrand

Categories:

Branding, Hand-lettering, Packaging Design

Brief: 

For this project, I created a conceptual new tea series for the company Teavana. I did a lot of research involving store visits and category review, defining my target audience, visualizing the essence of the brand through moodboards, and studying what my target consumer might look at on a daily basis. From there I determined visual strategies, created a brand color palette and typography standards,  and came up with a blueprint for the packaging itself. I love traveling and hand-lettering, so this project was a fun one for me.

Concept:

I created four unique tea flavors based on this audience profile. Marionberries were developed and are grown in Oregon, and lavender is grown in Washington State, so flavor number 1 is Marionberry Lavender. The other three follow a similar pattern of uniqueness to the region and just enough of a hipster vibe to entice this crowd. Design elements include hand-lettered flavor names and a hand-lettered motivational climbing quote (because these tea boxes are meant to be thrown into a backpack). A subtle pastel color palette dominates the background of each, featuring an abstract mountainscape. The subtleness of the background allows the typography to stand out, accentuated further by the saturated color scheme. Colors were chosen based on hue. The marionberry lavender background is a pale lavender hinting on blue, so the text pushes the opposite side of the spectrum, a saturated purple hinting on red. This pattern follows through with each package and allows the contrast to stand out even more. The overall goal for this project was to create an adventurous Teavana branch that’s ready for action.