Profanitea
Brand Identity
A tea company was looking for an original concept design from naming to packaging. I delivered a style that is modern while remaining classic with colorful language and typography.
I began this project by looking at the current tea market. To my surprise, much of the industry uses the same color palette, along with similar imagery, and lifeless messaging. I knew branding a tea company to stand apart from this meant something eye-catching in the tea aisle: Profanitea.
First, I created a logo that would be the all-encompassing energy of the company. It screams classic with the bold typeface, but remains calm with the lowercase text. Blackletter type is often seen in important documents, such as diplomas, certificates, and news headlines, so using this typeface would already have an impact.
The tea leaf icon embedded between the “i” and the “t” dots the “i” while separating the pun and the real word. I was aiming to draw more attention to the word “tea” in the title, so I connected each letter in an art nouveau inspired linear style.
Above is the Profanitea subscript or alternative logo.
There are many situations for which a full length logo would not be reasonable, such as social media profile photos, watermark branded photos, small print material, and embroidery. I designed a stackable logo alternative utilizing the Blackletter typeface from the original logo as well as the tea leaf icon embedded above.
Shown is the logo in a two-color solution, but single-color options work nicely as well.
Above, we see a design direction for the Profanitea website. As the company develops, the website will likely utilize branded photos of the product, but the palette and general layout are featured here. We see a text- heavy homepage with a sarcastic undertone describing this bold tea. There is also a graphic style represented with the tea bag, the soft background shapes, and the lowercase title text. Overall, the website was designed to jumpstart this important touchpoint for consumers.
This is an example of how the tea company would name and package the individual tea bags. The concept of “profanity” is extended to the names of each tea flavor while still appearing tasteful.
