word & image : identity design

This branding project was undertaken during the 'Word & Image' course

module, where we had the opportunity to select a live project. It marked my

debut in identity design. The task encompassed comprehending the company's needs, product, and communication objectives, and delivering

a suitable visual identity approach.

course assignment & client work

product chosen: teatox herbal tea

Teatox is a Bengaluru based herbal tea start-up sourcing its tea from the hills of Ooty, Tamil Nadu.

requirements of the brand

The startup needed design work for their herbal tea line, including a logo, label, and paper box.

key words

premium

raw

natural

processs

Embracing Indian aesthetics, teatox draws inspiration from the tea plantation workers and the baskets they use to collect leaves. The intricate weaving patterns of these baskets, which vary across regions, serve

as a symbol of the natural and raw essence of tea, representing its initial point

of contact before processing.

basket weave patterns

Teatox aims to position itself on par with existing tea brands in the market, all while striving for greater affordability. The logo design needed to capture the essence of natural derivation and the personal touch

of basket weaves, cleverly incorporating intertwined T's within the patterns.

Beginning with the outlines

of the woven patterns, rearranging negative and positive spaces to highlight the T's in a symmetrical, simplified form, making

the 'T' in Teatox prominent.

By reconfiguring these

spaces, minimizing

connecting lines, and

creating an overall square shape, aimed to symbolize

a collecting basket holding tea leaves.

Continued to experiment with squares on a different weave, exploring various ways to simplify it into a logo through iterations from 1 to 2 to 3.

The ultimate design is a simplified, symbolic basket that creates the illusion of holding leaves, aligning with brand requirements and motto.

1

2

3

exploring pattern

4

the final form

the grid

observations

To achieve optical symmetry, manual adjustments were necessary due to the logo's asymmetry. Shifted the logo mark to the right to ensure alignment with the word mark and surrounding basic shapes.