Tea - Name and Brand Development

In order to create a brand can start designing around I decided to create a quick minor thinking of it some names that could use for the brand identity. This is only a quick process, as this was not the main priority within the brief and I did not want to focus too much time towards it, freeing up more time to meet focus on the design itself.

 As can be seen in the image the idea of teatime came to mind. Due to the nature of the product this is a commonly known phrase, the idea around this name also came from the idea of luxury tea and the stores in which it is served as part of the afternoon tea time event. Although due to the nature of the products I am designing, teas which are suitable for different times within the data helped boost that person's energy or induce that persons relaxation. I wanted to play on the idea of using some language which is relevant to the day within the name, this is where I came up with the idea a.m.- tea-p.m.  to see which other language relevant to the product could be fitted into the name. Although I do not believe this works and therefore referred back to the idea of just keeping time tea. I decided to play this and change it to time tea. This is representative of the product and then keeps the luxury ideal which the design must in keep.

This idea generation that led to the development of the logo, logos in this industry within other luxury brands are all typographic based keeping simplicity key, this is especially important within this product; as it is a new brand which is not endorsed by a larger company such as Fortnum & Mason's range of teas which can be simply labelled with this name, As seen in my previous research.
Once again this was a quick activity, as this was not  the main focus of the brief itself.  idea one shows the name simply with the division through the centre, this allows for even more clarity when pronouncing the name; and also gives a visual reference to play at the idea of it being a commonly known phrase which has been changed and altered to create the name.
Idea to use as a clockface, this is playing on the time idea of time in a visual manner, although this could be done simply and stylishly I feel like it takes away from the luxury factor that needs to be linked with this type of product. Yet I feel like it was important to investigate these ideas even in a sketch -like manner, to see if they could work with my idea of taking away the more traditional values from the luxury tea market. This exploration of the visual link to time can also be seen in the idea 4, gives a visual link to the digital time clock; although this could be modern and also aim towards a younger market as it has more digital feel to it, I feel as if the luxury product should be Simplistic and modern in a more typographic only way removing the visual literacy linked to time itself. Lego idea five give some more stylistic approach towards the logo, although this is more traditional  approach  I thought it was important to investigate to see how the logo would look if it was placed into the design style of the current luxury  tea market.
I've decided to go forward with idea logo three,  I've chosen this design to go forward with as I believe that it is most representative of the brand's ideals which I've created, such as focusing towards more modern younger market whilst also in keeping with the luxury visual identity, which is needed to be able to sell in the stores in which this is proposed towards. This is the only logo that I will be experimenting digitally with, this is because I believed the only one that works and to also save time and be able to focus more of my time towards the design of the tin themselves.

Logo variations:

Chalet

Paralucent

Franklin Gotham

Within the first three experiments within these first three experiments I wanted to test with lowercase lettering. This is because logos lowercase can present more casual and approachable vibe, therefore be more relatable to a younger audience and taking away from the ideas of traditionalism within the tea luxury market. Making it a more obvious choice for a new brand, by allowing its new audience to be able to come familiar with it and giving the brand the ability to become more approachable as a whole.  Yet I feel that this approach has been used in similar brands, such as tea pigs, and in order to make my product luxury wanted to stand out from the other brands are already on the market.

TF NOVA

Aktiv Grotesk Light

Aktiv Grotesk Medium

 I moved away from the idea that the logotype should be in lowercase, even though the product is aimed towards younger and less traditional market, the product is meant to represent luxury. Therefore by having a more approachable logotype it is making it more open to  a wider demographic. Through doing this it is removing the luxury factor from the product, as the product being in luxury market must be something that is almost earnt,  or given as a gift.  The use of capitalisation within the title also gives the brand stronger impact on the shelf, this is a consideration that was to be considered that was made evident in the brief.

The logotype I will be selecting to move forward with, is active grotesque medium as I believe that it gives a strong presence, a sense of equality throughout the title, and represents luxury within its strong  block like manner, in the actual design of the tins themselves  I will be experimenting with use of kerning and tracking to see which letter types best fit the design. I will be using active grotesque lighters the body type throughout the packaging, this will be used on the back to stately ingredients and  any extra information. I've made this decision because the typeface complements the other font within the typeface that will be used in the packaging, the thin lines used here also will leave a lot of white space around the labelling; therefore leaving the main impact of the design on the design itself.