The Art of Tea

The Project:

Your assignment is to create a TEA COMPANY.
The design components include: creating a company name; a brand identity, a logo, packaging design on a dieline and a physical prototype for at least three flavors of tea.

PART 1: CONCEPT & LOGO DEVELOPMENT
Brainstorm several names for your tea company and develop sketches
for possible directions for the logo design. Consider brand position, promise,
personality and story for the tea company and start to think about personas
for the target market for the brand.

Develop a logo design for the company that reflects it’s name. Keep in mind Gestalt Principles such as positive and negative space, symmetry and good typography in your logo design. The logo should translate well in one-color in both positive and negative versions. Decide whether the color of the logo will change to indicate flavors, or if the logo will remain the same color(s) in
all designs variations.

PART 2: BRAND BOARD
Develop a brand board 11″x17” and include: a color palate (CMYK,
HEX + RGB), Fonts specimen and their planned hierarchy, Describe the
visual style (Photographic, Illustration). The branding concept should be a presentation of your logo design and your strategy for packaging. (i.e. how color is going to be used to differentiate the flavors of tea, what the target market is for this brand, color palette and font choice for this brand, style of illustration, photography, graphics on the packaging, philosophy of the brand, etc.

PART 3: PACKAGING DIELINES + PHYSICAL PROTOTYPES

Develop a packaging design for your line of teas.The packaging must include nutritional contents in the standard art format required by the food packaging industry.

Create at least (3) three prototypes for the teas in various flavors. There is a standard dieline for the tea box design. If you wish to modify this design, you may but the box is restricted to fitting on an 12“ x 18“ tabloid oversize paper. You can use any modified designs that other students have done.

Create your final design on the dieline art, print out, trim and score with an
exacto knife and straight-edge and assemble with double-sided tape.

You will be evaluated on the logo design, the package design, typography, food labeling requirements, and the other criteria listed below:

EVALUATION CRITERIA

Concept(s)

• Uniqueness of Concept(s)
• Variety of Ideas

Brand Identity

• Well-Designed Brand Board
• Personas Developed

Organization
• Layout
• Appropriate Content

Content
• Eye Catching Logo Design
• Nutritional Content
• Ingredients
• Contents Clearly Labeled

Layout

• Elements Alignment
• Precise Arrangement of Design Elements
• Sensitivity to Positive and Negative Space
• Aesthetically Pleasing Composition

Graphics

• Visual Style Appropriate
• Color Used Effectively
• Brand Continuity
• High Quality Images
• Images Support Concept

Typography

• Good Hierarchy
• Appropriate Font Family(s)
• Kerning + Tracking Effective
• Leading Legibility
• Correct Spelling + Grammar

Prototype

• Precise Craftsmanship
• Minimum # of Prototypes Met
• Photoshop Render

Project Assets:

An assortment of project assets will be available in a Zip folder that you may want to incorporate into your labeling depending upon the ingredients of your tea.

editable_vector_package_nutritional_label_samples_claytowne

DOWNLOAD LINK TO ZIP FILE OF TEA COMPANY LABEL ASSETS:

TEA-CO_ASSETS DOWNLOAD

DOWNLOAD LINK TO ZIP FILE OF TEA COMPANY DIELINES:

TEABOX DIELINES DOWLOAD

Below are examples of prior student work and various die lines used for this project.

Student-Examples-R1

The above movie animates a design by Liza Trettle where the interior design reveals the ingredients of the tea.

What Are Brand Guidelines?

Brand guidelines, also called a brand style guide, are essentially an instruction manual and rule book on how to communicate a brand.

All the visual details are described and illustrated, as well as important notes about the company’s voice, tone, and messaging. Brand guidelines can come in the form of a physical or digital booklet filled with examples of what to do and what not to do.

Topics covered are: