The challenge
How do you make a face lift to an already successful brand? DelmarTe contacted van Brand with a challenging brief: they felt that the brand name was ok, but the logo needed a face lift. We agreed that the brand name was viable – it suggested an exotic mix of tea and art! The visual representation needed a serious attention, though. The typeface was a good choice but it featured floppy royalty-free clip art graphic elements.The old logo
The concept
The most serious issues were the stylistic discrepancies between the typeface and the low quality graphics. Van Brand decided to rework two critical elements: the lotus and the supporting base of the logotype.
The lotus
It needed simplification and a stylistic match with the font. Van Brand created a brand new, solid and calligraphically appropriate lotus symbol.
The base
In order to support the floating logotype, van Brand came up with a solution: it brought the element in sync with the rest of the logo and simultaneously interweaved the capital Q as a part of the tagline – High Quality Tea.
The execution
Metal tea boxes, designed to be versatile
The
blank label frame provided a way of customizing the box with different labels
in the same shape, matching the fluctuating demand for various tea types.
Tea tags corresponded to the main theme
Implementation of the new logo on high end tea cups
The correct execution of bas-relief was the main task van Brand was involved in.
The Brand Book
Ideas are of little value unless they are well
executed and skillfully adapted for various purposes. Van Brand developed the
necessary tool to guide implementation of redesigned logo – The DelmarTe Brand
Book.
