NaTea
Brand identity & packaging design
Visual identity: Solo project
Brand strategy: Group project w. Benedikte Hald, Clara Hammer & Emma Witthoff
October 2023
In this project we all worked together on the brand strategy, and then a few weeks later, I created a whole new visual identity and a new name for my individual exam, which is what I'm showcasing here.
Description
The Whole Company wanted a brand identity built on storytelling for a new brand of herbal tea, where the positive effects of the traditional herbs should be more important than flavor.
Research
We've conducted field research, interviews, voxpop and desk research. What we found out is that the target audience wish to be healthy in their bodies and minds, and wellness is a priority. We also found out that those who are really into the effects of herbal tea, would not buy pre packed tea bags, and that those who do buy tea in bags, care more about flavor.
Name and logo
NaTea is a contraction of Nature and Tea, and the name is also a reference to the native herbal recipes that is used in the brands storytelling.
The logo is meant to work well for teas from every corner of the world. The shapes are organic and inspired by traditional calligraphy.
Visual identity
Brand Strategy
Combining storytelling with facts and history to create an atmospheric and trustworthy brand.
What do we do, and how do we do it?
We create herbal teas with health benefits, offering physical and mental balance through recipes based on historical wisdom.
Who are we here for?
People who prioritize their body and mind, and are open to non-medical treatment modalities. Additionally, individuals who value tranquility and a cozy moment.
What makes us different?
We emphasize our credibility and uphold ancient traditions by utilizing historical recipes that have always been effective in supporting well-being.
Values
Wellness • Health • Tradition
Brand Personality
NaTea is your mentor, utilizing their wisdom to aid you in your pursuit of well-being. NaTea is wise, trustworthy, and supportive.
Ambition
To promote the use of herbal tea and increase general awareness of its healing properties. Herbal tea should be usable both for relaxation and health purposes, and we strive to be the preferred brand for both.