The Tea Heaven's original logo suffered from some common issues: low color contrast, poor kerning, and a barely-legible script as a secondary font. It was also an oversized logo with low scalability in which the brand name took up less than a quarter of the space, and no other icons or versions of the logo existed for smaller-scale use. It was particularly unsuitable for packaging, with the lower half of the logo eating into valuable real estate for product copy. There was also a very limited color palette, with the logo usually presented in light gold on a black square background, or occasionally in black on a white background.
Not wanting to lose the recognizability of the previous logo in certain markets, we opted for a refresh and expansion of the branding rather than a complete overhaul. I kept the original primary font, fixed the kerning, and did away with the secondary script font completely. I also recreated the circle of tea leaves in a pattern that is more consistent and slightly less crowded. I created the four variants above for use as needed across web, packaging, and more, then compiled a new color palette, selected a new secondary brand font, and designed a set of company value icons.
The Tea Heaven brand refresh was a solo project, designed and executed by myself under the supervision of CEO Harshada Bansal. All designs were created using Adobe Illustrator and InDesign.
