Tea Desire was rebranded over a six month period including a new logo, tagline, packaging, advertising campaign, website and flagship store design.

As always, budget was a consideration. Much of the budget had to go into new store design and leasehold improvements, but we still had to make sure that the packaging and ads reflected the quality of the product and customer experience.

The client had incorporated the name Tea Desire and wanted an identity that evoked a love of tea. I created a logo with steamy swirls drifting up from the name to form a heart. I used an image that evoked the feeling of dreamy green tea on all the packaging and created a custom pattern from the curling stem of the logo to give added interest to the packaging. This pattern was also used on colour bands that defined the different tea groups (white tea, black tea, green tea, rooibos etc) throughout the identity program.

In the first few days of the opening, the new flagship store out performed all the other stores in the Tea Desire chain. After opening their flagship store in Nanaimo, Tea Desire opened new locations in Calgary and Edmonton.