IOW 300.2 Corporate Identity (Redone Version)
Project Brief
For this project, we were required to conceptualise and create an engaging, visually appropriate corporate identity solution for the commodity that we were assigned. Each commodity is linked to a specific time frame or historical grounding. This history was required to be evident in our final design. The history of the product could be interpreted, made contemporary or referred to in a novel way, but needed to form an integral part of the design development.
Deliverables
01 | Final Mood board
02 | Comprehensive Vertical Narrative
Design Strategy
For this project, I was required to create a corporate identity or a commodity that centred around the theme 'Infused Teas Inspired by the Aztecs.' In order to create this brand I took inspiration from two elements from the Aztecs. Firstly, the inspiration for the product was taken from the Aztecs use of different herbs and spices which we don't see today, including achiote seeds, epazote leaves and dried avocado leaves. These three exotic spices served as the inspiration for the flavours of the tea that the brand creates. Secondly, the inspiration for the visual language was taken from the Aztecs use of bright colours and patterns of that Aztecs. These bright colours and patterns served as a visual expression of the exotic, exciting nature of the flavours of the brand.
For the redone version of this project, the design strategy for the creation of this brand did not change. However, the visual strategy of the brand did change and the change from the white background to a black background was made, therefore adjusting and changing many of the elements to make it work. The change to the black background allowed the colours of logo and other elements of this brand to stand out and catch the attention of the viewer to a much greater extent.
Mission Statement
The Aztecs were able to create many spectacular culinary delights by using many different spices and condiments, many of which have been lost to time. Co-Tea presents these abstract flavours to you through our range of infused teas inspired by seasonings used by the Aztecs.
Co-Tea provides you with new experiences of flavour while taking inspiration from the old. We bring you fascinating flavours like toasted avocado leaves, achiote seeds and epazote and through exquisite experiences of flavour we encourage you to find comfort in the twist.
Mood Board
This mood board served as inspiration for the creation of the brand and included elements such as the bright colours and patterns of the Aztecs, the flavours of achiote seeds, epazote leaves and dried avocado leaves, and overall expresses a sense of exoticism and adventure, which is what this brand aims to provide.
Logo Development
The CO-TEA logo takes inspiration from the visuals and patterns of the Aztecs and makes use of a bright turquoise as its primary colour, representing the power and energy that the Aztecs had. The visuals of the logo are locked within the shape of a leaf, which is representative of the main product of the brand: tea. The idea of the leaf alludes to the tea in the sense that tea is made through the process of steeping dried leaves to infuse the flavour of them into hot water. The leaf is simplified to allow for the emphasis of the Aztec patterns and colours to come through with their sharp geometric shapes and corners. There are also rounded edges around the leaf, to hint at the organic nature of the product that is being presented.
Logo development
The Final Logo
Clear Space
Clear space is the essentially the breathing space that is given around a logo that is reserved from any text or graphics. This allows the logo to be presented in the best possible light in order for it to come across to the viewer effectively.
Logo Do's
Logo Don'ts
Colour Palette
The colour palette consists of three primary colour groups, turquoise, cream and black. These three colours act as the base colours of the brand and are supported by three secondary colour groups, red, brown and green. These supporting colours act with the primary colours to create the individual flavour profiles of the brand.
Typography
The type used for the logo, Oswald Regular, is a sans serif type face that is ideal for the brand as its condensed style is simplistic and allows for the logo and patterns of the brand to stand out but also has a forceful touch that forces the viewer to take it in.
Illustrations
CO-TEA makes use of illustrations that are inspired by patterns of the Aztecs. These illustrations are created within the idea of the main product of the brand, being exotic teas. Each illustration represents one of the many flavours that CO-TEA has to offer. The illustrations represent epazote leaves, achiote seeds and dried avocado leaves. The illustrations are created using inspiration of the patterns of the Aztecs. Thus, by using sharp, geometric styling, the overall inspiration of the Aztecs becomes apparent. This emphasises these flavour profiles of the tea, created by CO-TEA, being inspired by spices used by the Aztecs.
Icons
CO-TEA makes use of icons that are inspired by patterns of the Aztecs. With sharp, geometric styling, they act as a representation of the Aztecs inspiration throughout the brand of CO-TEA. These shapes are all created with sharp corners pointing in different directions. The idea behind this is to communicate the feeling of energy and originality. These themes are consistent with the idea that is brought to the consumers of CO-TEA in the use of new, exciting and original flavours.
Patterns
The patterns take inspiration from the patterns of the Aztecs and make use of bright colours and sharp shapes in order to be created. The three patterns act as representations for the three flavours of tea that CO-TEA provides, and link to the colours that the flavours present as.
