While rebranding Tealuxe, research into the tea bar's competition revealed use of both serif and sans-serif typefaces being used along with what could be considered an obvious color scheme of various greens. This all seemed mechanical and stale. Tealuxe is about the personal experience of tea drinking. It's about customization; Tea in the human hand. That personal element needed to come through its visual branding.
The logo was hand-rendered, infusing it with the organic quality of human touch. Its flow is an elegant abstraction of the tea itself. The new logo is meant to set Tealuxe apart from its competition.
The accompanying pattern used throughout is representational of the blend of tea and water. No other tea brand or bar is using patterns, so once again, Tealuxe can stand apart. The original pattern would consist of the teal and brown, but seasonal packaging would allow for change and use of an extended palette; mostly warm hues to maintain Tealuxe's comfortable and inviting qualities.