Private Client: Tea&You, Oman | Role: Consultant Strategist & Creative Director
Tea&You Brand Identity
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When the client first reached out to me, she had already registered the name "Tea Room" for her store, had a tagline "different flavors, different feelings" and a logo developed. She also had the interior design almost finalized and cannot be altered majorly. All she needed were a few brand collaterals.
So I had to state some facts in order to persuade the client that important changes were required.
Firstly, the name "Tea Room" works as a brand descriptor and several brands are currently using it so it's not really unique and ownable. Not to mention that the name is limiting for any future expansion plan, in case the client aims to have her own private label, which she does.
Secondly, the tagline proposed is very similar to another brand called T2 Tea "Discover a world of tea done differently". The same brand also has a manifesto titled "Celebrating difference to make a difference". So the difference territory has been already explored.
And lastly, the logo icon design that was created was very hard to understand. It looked like a human being's ear with lots of piercings. I know you are curious to see that old logo now, so go ahead and scroll down :)
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Deliverables:
1/ Strategy which was inclusive of an online and offline market research, understanding tea, about the store, tea outlets in Oman, gaps & way forward, global tea brands, regional tea brands with unique offerings, a look at different names and logos, beverage trends / category truth, tea culture and traditions in the Arab world, tea consumption in the Gulf, target audience / consumer truth, tea shopping categories, success criteria, in-store recommendations.
2/ Brand development inclusive of the tea store name, tagline, brand descriptor, concept creation, manifesto, brand story, responsive logo design, color palette, graphical elements, typography and photography style.
3/ Interior design feedback and interior branding.
Below are images that show the logo and store design before I handled the project.
