Hartea: Corporate Identity Design

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For my Corporate Identity project, I was tasked to create a brand identity for a tea company called Hartea. Hartea is a local tea brand that aims at converting coffee drinkers over to drinking tea. The target market is aimed at young professionals between the ages of 23 and 35 years old. The logo is broken down into two elements: The leaf element represents the flavour of tea and the organic rounded shape represents the type of tea. In our corporate identity we had to design three stationary items (a business card, invoice sheet, and an email header) and one promotional item (a tea packaging). Finally I had to make a polymorphic logo reveal, showing off the logo in each of it's different states.

Hartea Logo Progression

I had began with a range of circles with lines running through them for my initial logo design. Then I came across some tea precedents and noticed that tea companies have the name of the company big and bold, thus creating a bold type with a small icon above it. I began to play around with more clip masked rectangles in a circle which created a leaf in the middle of the two circles, in the last frame below. And for my final logo I had taken the leaf and circular elements and placed them in a way that gives the logo a more subtle feeling, as well as place the name Hartea in the circle, to make it feel a part of the design.