SiP
Instructor: Scott Laserow
Project: Branding, Layout, Packaging, Poster
Programs: Adobe, Illustrator, Photoshop and InDesign
Institution: Tyler School of Art and Architecture, Temple University
DETAILS
Sip is a tea house that introduces traditional Chinese tea culture to younger audience in a modern and innovative way, providing a fresh and exciting tea experience for the younger generation. The teahouse offers a comfortable and inspiring atmosphere that's perfect for spending time with friends. Sip brings the art of tea to everyone's life, providing young consumers with a new and refreshing option to discover the world of tea.
THE CHALLENGE
A challenge was how the teahouse can strike a balance between being a modern and innovative space that offers a unique tea experience for younger generations, while still maintaining a connection with traditional tea culture. It will be important to find a way to blend modern style with tradition in a manner that resonates with the aesthetic preferences of younger consumers.
NAMING & LOGO
As my target audience is young consumers, I wanted to choose a name that would resonate with them and reflect the tea-drinking theme of the brand. After considering various slang words and tea-related terms, I settled on "Sip" because of its cool and trendy connotations. However, the shortness of the name posed a challenge when it came to designing the logo. After experimenting with different typefaces, I decided to incorporate the Chinese character "啜" into the logo design, which is how sip translate in Chinese. I imitated the word with an abstract design，And the final design doesn't resemble the character, but it captures the essence of the word and has a similarly cool vibe. Finally, I filled the space in the middle with yellow to add a certain cool, trendy and funkiness to it.
PACKAGING
The packaging design required a delicate balance between modernity and tradition. To achieve this, I utilized the unique shape of the logo and applied it to each tea, giving them individual identities. To further enhance the label's visual appeal, I incorporated traditional line patterns to convey the abstract concepts of tea fields. This combination of traditional and modern elements resulted in a label design with a strong visual impact, breaking away from the conventions of traditional Chinese tea brands. The use of the funky shape elements also helps to increase brand recognition. To ensure that the distinct characteristics of each tea variety are conveyed, I used the colors of the six major tea types in the packaging design, extracted their appearance colors, and integrated them into the label design that intuitively conveys the unique characteristics of each tea.
CATALOG
The catalog plays a crucial role in this project as it showcases the rich tea culture in China. To ensure consistency with the brand, I incorporated the funky shape elements from the logo throughout the catalog's typography, creating a clean and tidy overall layout. By utilizing ample white space and carefully balancing funky shape elements, I was able to create a visually appealing design that highlights the essential elements while maintaining a sense of consistency and flow. Ultimately, the catalog serves as an informative and visually engaging representation of the unique and rich tea culture of China.
POSTER
The street promotion posters are a vital component of our brand promotion strategy. To showcase the diverse range of teas we offer, I created a series of posters that visually display the unique appearances, names, and descriptions of each tea variety. Through this approach, I aim to not only promote our brand but also to provide people with a better understanding of the rich and diverse culture of Chinese tea. By creating visually engaging and informative posters, I hope to capture the attention of passersby and encourage them to explore the many unique tea options available at the store.
