WIP logo design for a startup loose leaf tea company based in Hawaii.
They are strong supporters of the artisan craftsmanship that goes into tea farming, and advocate the rights of farmers who are being taken advantage of by the big tea corporations. Tealet wishes to be a symbol against big corporation methods of business, and its main competitors will be Teavana and Tazo/Starbucks.
Tealet is all about personal connection, and the social aspect of tea culture. They believe that their primary target audience — tea connoisseurs who value organic fair trade practices — will be driven by the tea farmers' stories, and the company wishes to position itself as a platform on which the consumer can really connect personally with the farmer. They want their audience to feel a connection with the brand and the farmers it represents.
As a Hawaiian-based company, Tealet's value system and business practices are rooted heavily in Aloha Spirit, which can be defined as a mutual regard and affection for mankind, extending warmth and caring with no obligation in return. It is the essence of relationships in which each person is important to every other person for collective existence. It is family; brotherhood; the joyful sharing of life.
Holding Aloha Spirit in such high regard, Tealet asked that I somehow weave this into the design. They also asked that the identity inspire a special presence within their target audience, and that it convey the artisan craftsmanship of the farmers they represent.
Rationale for this design:
This typographic design is fun, flowing, and curvaceous, and is an allusion to Hawaiian themes and Aloha spirit without being overtly thematic. The custom letterforms are inspired both by Polynesian tribal art as well as Hawaiian waves, and the way the letters are nestled into one another is suggestive of the Aloha themes of connectedness and harmony.
See attachment for inspiration & process shots.
Seeking honest critique. Will post electronic versions tomorrow.
4 months ago
Freaking awesome yo
@Eliot Slevin Thank you! I appreciate the appreciation :D
off to bed for now, wanted to give these bad boys a heart before tomorrow.
great great job again !!! love the looks of this
I really admire your enthusiastic attitude of creating something amazing. Great concepts,Jon !
I love this as a type solution, Just watch out for the similarity of the second 't' cross bar and the nike swoosh. Really love how this all fits together.
This is really really beautiful - can't wait to see the finished product, and it's fantastic to see the work that's gone into getting it to this point so thank you for sharing that.
One small thing though. The first "e" feels a little cramped, though I see that in the some of the earlier revisions it has more room to breathe. That's all :-)
@Florin Capota Thanks for the kind words, Florin!
@Aldrich Tan Hi-five, brutha!
@Szende Brassai / Adline Always great to hear from you, Szende! I appreciate your enthusiastic comments.
@Matt Vergotis Great hearing from you, Matt. I always appreciate what you have to say, and value your keen eye. Very valid points re: Nike swooshiness. That *did* cross my mind a bit, but was disregarded, since (to me) the S-curve of the crossbar is enough to differentiate it from a Swoosh. Also, the crossbar is part of a letterform, and does not exist in isolation. If I were proposing *JUST* this crossbar as an icon, then yeah, it would be WAY too similar.
@Craig Smith Cheers, Craig. I really appreciate your thoughtful feedback. Very valid concern about the E crampiness. I thought so too, and I do believe I've addressed that in the vectorized version. Check back when that's up, and let me know what you think.
@Daniel Alb Thanks, Daniel!
by Jon Stapp | atomicvibe
Colors used are just to show examples of what color *might* look like. Once the client makes a final decision, I'll do a more in depth color study.
Please see original sketch shot for detailed information about the company, their motives & wishes, and my rationale. Check the attachment for my inspiration, sketches, and additional shots of the vectorized logo.
FWIW, the client (a Prospect here on Dribbble) has already seen these, and has mostly made up their minds about which option they wish to finalize, but they were very interested in seeing what you fine lot have to say before pulling the trigger.
So...please hit me with your thoughts, ideas, critiques.
4 months ago
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