Creating a new Singapore tea brand while paying homage to its roots in Suzhou, China




CATEGORIES

Brand Strategy
Brand Design
UI Design
Packaging

THE CLIENT

A new beverage company based in Singapore, with parent company in Suzhou, China.

THE BRIEF

Brand strategy, naming, full branding design and applications for their new
B2B tea brand.

(Project completed at Optimotto)





PROJECT OBJECTIVE

To create a leading tea brand that sparks interest and inspires confidence from tea providers and tea drinkers alike.




BACKGROUND






UNDERSTANDING THE CLIENT’S COMPANY

Our team (Brand Strategist, Creative Director and Designer – me) made a trip to Suzhou, China to better understand the parent company and to conduct interviews with main stakeholders to know their vision and expectations for the new brand.

(Factory tour!)




TONGLI
WATER TOWN

We also spent a morning at Tongli, a beautiful water town (half an hour away from Suzhou) that is known as ‘Venice of the East’ due to its system of canals. This served as an important inspiration when developing creative directions for branding at the later stage.





BRAND STRATEGY



BRAND POSITIONING

The ‘big idea’ that captures what the brand stands for,
and the distinct position the brand occupies in the mind of consumers.










BRAND BELIEFS

Core beliefs that drive our culture, behaviour and personality.







DESIGN DIRECTION





INSPIRATION

‘Nature’ is the inspiration behind the design direction. 

(From L to R)
1. Landscape of the rolling hills in tea plantations
2. Intricate details of the tea leaf
3. Intersection between streams and waterways
4. Purity of water required to create the perfect cup of tea







MAIN GRAPHIC DEVICE

The main graphic for the brand is a river system inspired by the famous and signature river system in Tongli, Suzhou. The organic and abstract lines of the graphic can also be connected or interpreted as other elements of nature such as veins of leaves and water waves, both of which are highly integral in the process of brewing tea.







DESIGN SYSTEM



LOGO & COLOUR PALETTE


Hana Tea Co’s primary and secondary colour palette consists of Yellow, Coral, Sky Blue, Green and a few shades of Grey. Colours that combine to clearly distinguish the brand from their competitors.

The colours should be used for product distinction, such as using ‘Green’ for green tea products and ‘Coral’ for black tea products.





     
Small crop and big crop of the graphic device
To keep the main graphic device flexible and versatile, we created two different types of crop: 

SMALL CROP

The small crop is mainly used as a background pattern, and can be easily recognised as a river stream.

BIG CROP

The big crop shows an extremely zoomed-in view of the graphic. It is far more abstract, and is mainly used to contain images and text.




PRIMARY TYPEFACE

We chose a typeface with smooth and beautiful curves to depict the flow of the river. It also has a distinct look and feel – naturally crafted sharp edges that reflect the brand strategy and personality.








BRAND APPLICATIONS

We created 20 different applications to help introduce the new brand to the industry. Here are a few examples:


BILLBOARDS / POSTERS







PACKAGING





The packaging was created with a river system graphic that flows through all the different packages





CORPORATE BROCHURE











WEBSITE
(PARALLAX SCROLLING)









BRAND GUIDELINES

These guidelines set out the fundamental principles of the brand and provide all the guidance necessary to deliver the visual assets of the brand consistently at all touchpoints.



Mark