With slanted type and colours inspired by sticky notes, the identity aims to create a brand that attracts a younger generation of tea drinkers.
When The Tea Tips approached WhyNotDesign for a new identity, it had one specific goal in mind: to create a look that would attract a younger generation of tea drinkers. He Yuxuan, design director at WhyNotDesign therefore knew that he would have to eschew the “gentle, ethereal and nature” aesthetics popularised by large tea brands like Twinings and Lipton. Instead, He opted for an identity that swapped organic hues with vivid block colours, he switched ornate typography with something more experimental, and replaced pared back packaging with something much more slick and attention grabbing. One of the aspects of the brand that He most wanted to highlight was its name, specifically its use of “The”. Identifying how ‘the’ can be a word that signifies something “important” and is often used to “emphasise”, He used it to prove how the brand could be an important player in the tea market…