The theme for my Teavana campaign project is bliss. Bliss will be facilitated through engaging customer touch-points, that will encourage relaxation, peace and bliss. The campaign will include a more engaging, human feeling logotype, revamped trademark symbol that will communicate clearly and a user-friendly web interface.
Kenji Tei by Vgrafiks (images 1 & 2)
Mandy Ward by VERG (image 3)
Maloman by Sergey Shapiro (image 4)
1. Explain how the choices you made are appropriate. In what way is the “look and feel” of each example appropriate as a swipe file for the theme of your project? Do they suggest a zag? Provide direct quotes with in-text APA-style research citations from this weekʼs reading assignments and from outside sources to help substantiate your statements.
The first Kenji Tei image is an appropriate choice for the look and feel of the Teavana campaign, because it has elegance, simplicity, a handwritten and personable logotype as well as minimal elements and lots of white space. It feels welcoming, open, clean, friendly and peaceful. The logotype is more influenced by Asian brush calligraphy than the Teavana logo will be, but the Teavana brand will still utilize some Asian-inspired design elements. I also chose this image, because it’s of the actual storefront, and I felt that represented the potential of the Teavana store, the large glass windows being a great touch.
The second Kenji Tei image is a layout for Kenji Tei’s brand story. The brand story layout is an excellent example of a pleasing, inviting and blissful reading experience, because it uses clean, readable type across the board, including the impeccable use of thin caps, which helps it remain elegant, while still bold. The use of imagery would obviously be different than this, but I like that the image choices have great texture and contrast. The black and white is also highly emotive.
The third image, Mandy Ward, is a great example of something that is sleek, sophisticated and simple. It’s elegant, inviting, classy and the information on the card is well organized. The texture on the card also appears to be pleasing-to-the-touch.
My fourth image choice, the Maloman logo, is a great example of a type style that is both welcoming and classy, but not too feminine, keeping in mind the demographic includes young men. I want to take the style from the Maloman logo and combine it with some Asian flavor and perhaps just a bit more sophistication. These elements combined will definitely suggest a zag for Teavana. While most of these images are black and white, in the Teavana trademark symbol, I’m going to use some color, which will really make it pop. In this campaign, bliss will be facilitated through media that exudes the look and feel I’ve described. Teavana’s peaceful, simple, elegant and welcoming campaign will achieve an “overall look that resonates in the mind of the customer and rises above the clutter of a visual environment. (Wheeler, 2009)
2. In what ways is the typography in the examples you chose appropriate for your project? Provide direct quotes with in-text APA-style research citations from this weekʼs reading assignments and from outside sources to help substantiate your statements.
I really like the authenticity of the Kenji Tei logotype, because it represents Asian culture, while remaining modern and inviting. While I think this particular brush style is too Asian for Teavana, I do like the calligraphic feeling and want to include some of its essence. In the Kenji Tei brand story layout, the typography is impeccable. They utilized all caps in a thin, gray font, which keeps the image soothing and classy, while still being bold.
They also chose a very readable, sans serif font for the body copy and applied generous leading to it, which gives it plenty of room to breathe and makes it ever-so-easy on the eyes. The Mandy Ward logotype is very appropriate for the Teavana project, because it embodies elegance and sophistication with just a bit of edginess. The crisp, decisive lines in the logotype really make an impact, and that’s what I intend to do for Teavana- give them an elegant, handwritten logotype that carries with it just a touch of Asian flavor and edginess. I think that edginess will really help the brand image stay on the modern side of elegant, opposed to traditional elegance.
The Maloman logotype is appropriate for Teavana’s look and feel, because it uses fluid cursive that is still quite readable, and not overly feminine. I couldn’t quite locate one example that precisely matched my vision for Teavana’s logotype, however, I feel that could be a good thing and lead to substantial zag. Typography is always at the forefront of my mind, and throughout this campaign I will “consider the attributes of each letterform, as well as the relationships between letterforms. In the best logotypes, letterforms may be redrawn, modified, and manipulated in order to express the appropriate personality and positioning of the company. (Wheeler, 2009) As I said, I wasn’t able to find a handwriting style that completely suited Teavana’s needs, so I’ll be exploring the relationships between the letters, redrawing them and manipulating the logotype until it exquisitely communicates Teavana’s essence.
3. In what ways are the colors and textures in the examples you chose appropriate for your project? Provide direct quotes with in-text APA-style research citations from this weekʼs reading assignments and from outside sources to help substantiate your statements.
The color schemes used in all my examples are quite appropriate for the Teavana campaign, because they are all two or three colors and very stark in contrast. All of the images I chose used black and white as central colors, with occasional accents. The accents are either bold or muted, which help show dominant imagery in relation to background imagery. These simple, yet striking, color combinations are very much aligned with my plans for the Teavana campaign, because they are striking, yet not loud, and simple, but not boring. Simple color palates and plenty of white space will help achieve an open, free and clean feeling upon viewing. “Color is used to evoke emotion and express personality,” and these striking, yet simple, color palettes effectively communicate serenity, calm and bliss. (Wheeler, 2009)
Wheeler, A. (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition. (pp. 66, 126, 128). John Wiley & Sons P&T.