the tea.
the TEA. is an artisan tea and dessert shop that prioritises high quality ingredients and handcrafted drinks. They are currently renovating their first store in Monterey Park, California and is due to open in 2023.
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As the clients had the idea to grow the TEA. into a franchise, its brand identity has to appeal to prospective franchise partners. Our team developed a set of graphics and interior elements based on tea fields and farmers that could be adapted to different locations but still be able to be identified as a singular brand. Packaging was an important aspect of franchising, so we used this set of graphics on cups, cup sleeves, bags and other merchandises. All these were packaged into their brand guidelines that will be passed on to future franchise owners.
We worked with the architecture team to incorporate the brand identity in the interior of the shop. We focused on maintaining the organic shapes and texture of nature in the feature wall, wall mural and elements within the shop such as the island counter, seatings and digital posters. The digital menu and posters are kept minimal and feature illustrations of their drinks.
We were also tasked to design their website and the client really wanted their website to stand out from similar brands. We developed an interactive site by incorporating illustrations that complement the brand.
It was important that the website conveyed information about their brand, have clear navigation and distinct call-to-action buttons for their ordering system. We also made the website responsive as we expect the target audiences who heavily rely on mobile phones when visiting this website. Check out their interactive website here.
