Once a while, a project comes along and fills us up to the top with excitement. This project did just that and we are thrilled to finally share it with you. Introducing, T.H.A.O. Tea Company, a new brand of tea for a new generation of tea lovers. THAO, which stands for taste, healing, aroma, and organic, provides premium loose-leaf teas. The company cares about quality and flavor just as much as they care about the health benefits derived from drinking teas that are made from organic and natural ingredients.
Earlier in the year, the client came to us when the brand was just in its infancy. The owner felt that many tea brands on the market don’t appeal to younger generations because tea drinking isn’t seen as hip or cool. She wanted to get young people excited about drinking tea and she knew that proper branding would play a vital role in this. We were excited to take on this challenge and immediately went to work on building the brand.
We started by doing research, which included visiting local teahouses, flipping through books and magazines, and scouring the Internet for inspiration. Since the brand was inspired by the owner’s visit to Kyoto, we researched the culture and looked at photos, patterns, and artwork from this ancient city.
Next, came sketches and renderings and when a few logo designs emerged as solid contenders, we presented them to the client. The winning logo design is simple and understated, yet distinctive.
Putting it all together
Once the logo was chosen, we started working on the packaging design. The design of the package is the first thing that consumers notice and are drawn to so we knew not to take this task lightly. We experimented with many concepts and prototypes before coming up with the design that we knew was the one. The final design is modern and a bit edgy with bright, vivid colors contrasted with black. Each tea type would have its own color and a pattern to match the “personality” of the tea. We wanted these tins to be more than just containers for the teas – we hope that people will see them as pieces of art for their pantry shelves.
The final piece was the E-commerce website which would be the launching pad for the brand. The website was to be appealing, user-friendly, work on mobile devices, and most importantly, look and feel like an extension of the brand. We started with a lifestyle and product photography session to capture the beauty of the loose-leaf teas, ingredients, and packaging. We then designed the website page by page and developed it to run on a content management system. THAO Tea officially launched their website in September, just in time for tea-drinking weather. The brand is generating a lot of buzz and the online store has already received many orders! We are happy and proud to be a part of this passionate brand and we hope that THAO Tea is on their way to changing the world one cup of tea at a time.
Visit the website and let us know what you think!