In September 2021, Tea Curious set out to reinvigorate their brand identity. Back in 2007, the business was born out of a passion for connection, education and curiosity – the exact sentiments the owners wanted to showcase in their updated brand.
"In our tea community, "Down the Rabbit Hole” is a common thing for people to say. You hit a certain point and you go down the tea rabbit hole. I loved learning about flavor, history and culture, different teas and collecting different teas, learning how to brew them and what teapots to use.” Rie told me during our Discovery Session.
"Our product is education, but what people truly value at the end of the day is the connection.”
Tea Curious came to us with a mission: they wanted to create beautiful packaging and brand imagery that spoke to tea culture and its origins. They wanted a logo mark or an iconography set that created a sense of wonder for the brand. In tea practice, the Gaiwan pot is a staple element they wanted to include in some aspect of the design.
With the importance of connection, culture, movement and wonder in mind, we created the Tea Curious logo mark:
The swirls above the pot symbolize education and the chance to deepen your love for tea.
The Gaiwan pot symbolizes how we are all vessels waiting to be filled, with the swirl of liquid showcasing we are overflowing with passion.
The energetic blue and white colors symbolize water, history and porcelain – all key parts of the experience Tea Curious creates and believes in.
"Robyn was very thorough during the branding process to capture our thoughts, ideas, and needs."
"We were able to work with a designer who we felt was just on the same wavelength as us, while still benefiting from her incredible experience setting up niche brands like ours for success and scale."
The brand logo mark and identity system leaned into the Tea Curious values, keeping connection, education and history at the forefront. The identity system we delivered is fluid, allowing it to be slightly altered and used on different marketing materials including web, product packaging, gift packaging and more. But above all else – it encourages others to be curious about what tea-related treasures they’ll find inside. Using their new brand, Rie and Steven launched a new website, revamped their social media presence and dove into the task of creating a product line featuring sustainable packaging.
Creative Direction by Robyn Kacperski, Design by Sky Dheere