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client
YEAR
PARTICIPANT
services
Branding, Illustration
Numi Tea
This project aims to enhance the visual presentation of Numi organic tea through a comprehensive rebranding initiative.
Creative Brief
Background
The client for this project is Numi Organic Tea, offering a range of products including tea bags, loose tea, iced tea, and other related items. The brand prides itself on providing organic tea with a variety of flavors, while also emphasizing fair trade practices and environmental sustainability. Utilizing natural agricultural methods, their tea production is aligned with eco-conscious values. Additionally, the company is actively involved in supporting various charitable initiatives worldwide.
Project Overview
The objective of this project is to revitalize the company's image and product presentation through thoughtful design. With a focus on health and environmental stewardship, incorporating minimalist design elements is envisioned to achieve this goal.
Target Audience
Numi Organic Tea caters to individuals of all age groups who appreciate tea and prioritize their health. This audience seeks out healthier and more flavorful beverage options, aligning with the brand's ethos of delivering quality organic products.
Competition
In the competitive landscape, Numi Organic Tea faces prominent rivals such as Lipton, TWG tea, and Twinings.
- Differnece
- Lipton: Renowned for its longstanding tradition of quality tea spanning centuries.
- TWG tea: Positioned as a luxury tea brand offering an extensive selection of premium harvest teas and exclusive blends.
- Twinings: Esteemed for its meticulously crafted tea blends, boasting a rich heritage dating back to 1706.
2. Visual layout
- Lipton: Embraces light colors and designs that resonate with the masses, reflecting accessibility and widespread appeal.
- TWG tea: Characterized by opulent golden hues in its visual aesthetics, conveying an aura of luxury and exclusivity.
- Twinings: Evokes a sense of neutrality in its color palette, while its design elements evoke a historical ambiance, underscoring its esteemed legacy.
Tone
The design approach will center around minimalism infused with the principles of wabi-sabi. Our aim is to evoke feelings of warmth, tranquility, and contentment among our audience.
Message
Our brand promises to impart a sense of relaxation and simplicity. With our products, customers will experience a serene and uncluttered lifestyle, finding solace and peace in the midst of their daily routines.
Visual Design
For inspiration, seek images characterized by simple shapes and a neutral color palette.
For the logo design, I aim to incorporate natural elements and abstract concepts. Given Numi's identity as an organic tea brand rooted in life, health, and culture, we draw inspiration from wabi-sabi and minimalism. Utilizing simple shapes and integrating concepts like yin and yang, we seek to capture the essence of balance and harmony inherent in Numi's philosophy.
Present three logo options for consideration:
- The first logo creatively transforms the word "tea", directly referencing the product while maintaining simplicity and elegance.
- The second logo offers an abstract concept, with three lines representing the swirling steam of hot tea, evoking a sense of warmth and comfort.
- The third logo combines a tea illustration with the brand name "NUMI", seamlessly integrating imagery with typography to convey the essence of the brand.
The selected final logo brilliantly combines a tea illustration with the brand name "NUMI". This choice stands out due to its captivating visual representation, effectively conveying brand information to the audience. Additionally, its playful yet simple design ensures memorability, making a lasting impression on viewers. For the color palette, low saturation hues are employed to evoke a sense of neutrality and naturalness, aligning perfectly with the brand's essence.
This poster design aims to cultivate the brand's culture, transcending the notion of a mere tea brand to become an iconic symbol of a new stream. By infusing elements that evoke a distinct style and concept of tea, we aspire to establish a unique identity for the brand. Through thoughtful design choices and innovative visual storytelling, this poster seeks to captivate audiences and foster a deeper connection with the essence of tea culture.
Each tea bag will proudly feature the brand logo, prominently displayed against a dark or multi-colored background. The logo itself will be rendered in a striking white color, ensuring its visibility and distinction on each tea bag.
The back side of the name card, integrate subtle design elements or branding elements that resonate with the overall brand identity.
The handkerchief serves a dual purpose as both a gift package and a napkin. Its design features the captivating smoke illustration derived from the logo, creating a visually engaging pattern that ties back to the brand identity. This thoughtful design element enhances the handkerchief's appeal and functionality, making it a memorable and practical gift for recipients.
Stickers serve a versatile role as both an integral part of store decoration and as standalone products available for sale. With captivating designs that reflect the brand's aesthetic, these stickers add flair to store displays, enhancing the overall ambiance and reinforcing the brand identity. Additionally, customers have the option to purchase these stickers as souvenirs or to adorn personal items, extending the brand's reach beyond the store environment.
