PROJECT
Atmosphere Tea Co.
Branding, Packaging & Web
OVERVIEW
Atmosphere Tea Co. is a fictitious company that specializes in loose leaf tea blends to help others naturally enhance, control, and positively influence mood and mindset.
CHALLENGE
The goal was to modernize the tea industry and reach out to not only traditional tea drinkers, but a younger audience that could benefit from using tea to address mood. The company needed a complete design system where its brand identity could be seamlessly applied to packaging and an e-commerce website. It aimed to take a unique and contemporary approach, with consumer experiences at the heart of every design decision.
SOLUTION
By combining human centred design with design trends, Atmosphere’s brand and assets are engaging and user friendly. The identity is modern, quirky, and fun and has the ability to be translated into package designs that convey specialized moods. A thorough competitive and consumer analysis along with research into industry trends enabled this loose-leaf tea brand to stand out in the market.
BRAND GUIDE
About the Brand
Research has demonstrated tea’s impact on stress levels, mood, alertness and cognition, and Atmosphere Tea Co. offers a range of teas to influence these areas differently. They’ve developed loose-leaf tea blends for relaxation, happiness, and energy which are sold online through a modern and user-friendly e-commerce website.
BRAND GUIDE
Logo
The logomark is an abstract representation of the wordmark, reflecting the word “atmos”. The letters have been modified to show the quirky, abstract, and illustrative aspects of the brand. The ‘o’ is underlined to represent atmosphere, and is paired with a small circle that represents orbit, wholeness, femininity, and the self.
BRAND GUIDE
Typography
Typography is a simplistic yet important element of the brand. It is used to convey the tone and personality and reflect the modern outlook on the tea industry. The brand only uses Century Gothic Pro, and counterparts that have similar rounded, bubbly, and playful features in situations where Century Gothic Pro is not available. A line is used along with typography as a branded design element that emphasizes important areas.
BRAND GUIDE
Colours
Colour is a major aspect of the brand. It is the inspiration for the mood tea blends, and is used to reflect and display those moods to the audience. For this reason, the colour palette is split into the happiness palette, energy palette, and relaxation palette. There is also have a neutral palette that’s used for general branding.
BRAND
Logo Animation.
The logo animation is simple and satisfying. It’s a subtle way to bring in motion and capture the eye of our audience, while creating a soothing atmosphere. The circular pattern of the rolling sphere represents orbit, wholeness, femininity, and the self, just like the logo itself.
PACKAGING
Happiness Blend.
The illustration for the happiness blend of tea uses the happiness colour palette, and utilizes both circular and diagonal shapes and a dynamic composition to invoke the feeling of joy and playfulness. A variety of rough and reflective textures were used for visual interest along with a shape made of a glass material which is featured in the front.
PACKAGING
Energy Blend.
The energy illustration features the energy palette, along with a metallic silver texture, and a transparent blue glass texture. The composition is made up of triangles and diagonal shapes with elements of imbalance and motion to inspire an energetic feeling.
PACKAGING
Relaxation Blend.
The relaxation composition holds a simplistic elegance that features curved elements as a part of a well balanced, and structured subject. The relaxation palette was used in pairing with a satisfying marble texture to overall evoke a feeling of calm and relaxation.
ECOMMERCE
Website.
It was important for the company to have a beautiful and functional e-commerce website. It aimed to take a unique and contemporary approach, with consumer experiences at the heart of every design decision. The goal for the site was to be as intuitive as possible in navigation and organization.
