As a brand, we want to avoid anything too feminine or “elegant” and “curvy.” The market studies still show that, at least from a branding perspective, tea is seen as a feminine counterpart to coffee and culturally eastern, so targeting that demographic is already done for us. We really don't want the logo to hit you over the head with Asian design elements nor do we want to want to evoke a “tea party.” Our brand is about the idea that tea is an easy way to be healthier throughout the day.
The equation angle is deliberate. Our site will provide customers with the tools to filter and learn about a variety of tea facets and qualities (caffeine levels, type, fair trade/organic, aroma, etc.) allowing them construct an “equation” that represents what they are looking for.
Finally, part of our objective is to sell a more balanced lifestyle. Coffee and high-sugar drinks can represent a high-speed, big-burnout way of life. Tea brings a lower dosage level of caffeine, huge doses of healthy antioxidants, and cultural idioms like "tea time" and "reading with a cup of tea" that suggest a healthy and multi-dimensional life.
No clip art in logo
No rights managed stock images
Modern but not “corporate”
Evoke “calm but alert”
Typeface is key