Amy Blunden [ design journal ]

[ Brand Ideals ]

Harney & Sons
Harney & Sons is the only high-quality tea brand steeped in tradition, providing refined teas to warm your heart. Our masterful teas conduct an ornamental atmosphere, emanating honor, poise and elegance.

• Vision: Elegance. Enables an ornamental atmosphere.
• Authenticity: Mastery. Conquering tea technicians.
• Meaning: Stability. Grounded process, products and expectations.
• Differentiation: Refined. Sifted to reveal purity and alleviate waste.
• Flexibility: Poised. Balanced, assured and well-prepared.
• Coherence: Tradition. Aids in continuity and historical relevance.
• Value: Honor. Acting out of integrity and respect for people and procedures.

The Republic of Tea
The Republic of Tea is the only high-end tea company that creates healing through tea for your active lifestyle. Highly energized, we seek to increase health, wellness and immunity naturally, by providing restorative products and vital information to help heal the world.

• Vision: Healing. Focused on curative, restorative ends.
• Authenticity: Active. Energized and in-motion.
• Meaning: Wellness. Devoted to increasing life quality and prolonging life.
• Differentiation: Immunity. Promoting natural disease resistance.
• Flexibility: Natural. Formed organically, highly in-tune and adjustable.
• Coherence: Informative. Imparting knowledge through intelligent products.
• Value: Purveyor. Seeking out the finest teas in order to share them and heal the world.

Tazo
Tazo is the only tea brand that uplifts you into an ethereal, whimsical world of possibility. Unfurl and immerse yourself in our highly emotive world of tea, where possibility meets simplicity, and dreams grow gossamer wings.

• Vision: Possibility. Increases the likelihood of manifesting your dreams.
• Authenticity: Whimsical. Whirlwind of playful imagination.
• Meaning: Blossoming. Unfurling you, revealing inner truth.
• Differentiation: Ethereal. Flowing, airy and delicate in nature.
• Flexibility: Immersive. Involving senses deeply and altering states.
• Coherence: Simplicity. Unfettered by complexity.
• Value: Uplifting. Eliciting hope, excitement and inspiration.

Numi
Numi is the only organic, fair-trade tea brand that is as conscious of our community, footprint and social impact as we are of what goes into our tea. We’re devoted to consciously creating a culture of purity through 100% organic ingredients, adequate wages, sustainable practices and community roots.

• Vision: Community. Devoted to common culture.
• Authenticity: Earthy. Rooted in robustness and nature.
• Meaning: Purity. Free from contaminants and pollution.
• Differentiation: Organic. Derived exclusively from unfettered plants.
• Flexibility: Fair-Trade. Assuring workers are paid fairly, freeing from poverty.
• Coherence: Concern. Cares for people, planet, ingredients and sustainability.
• Value: Conscious. Aware of ingredients, impact and affect on surroundings.

Teavana
Teavana is the only tea brand that invites you into a heavenly world of tea, and encourages you to sip your way to bliss. Transcend restraints, honor your inner authority and enter a lofty, transcendent world of freedom, where satisfaction and peace reign.

• Vision: Transcendent. Ushering you into an extraordinary other-world.
• Authenticity: Bliss. Inviting you to enjoy contentment.
• Meaning: Satisfaction. Exemplifying gratification.
• Differentiation: Lofty. Exalted, elevated and extending into air.
• Flexibility: Freedom. Enabling unrestrained action.
• Coherence: Peace. Initiating a state of inner and outer harmony.
• Value: Supreme. Rousing your ultimate, inner authority.

Images:

http://www.harney.com/?___SID=U

http://www.harney.com/blog/

http://blog.englishtrackers.com/wp-content/uploads/2011/08/Cream-tea.jpg

http://www.republicoftea.com/

http://res.mindbodygreen.com/img/ftr/herbs-glowing-skin-330.jpg

http://25.media.tumblr.com/tumblr_m960cslI4s1rcwtu5o1_500.jpg

http://www.tazo.com/

http://tiogadentalnews.com/wp-content/uploads/2012/10/young-woman-drinking-green-tea.jpg

http://www.numitea.com/people/celebrating-people

http://www.numitea.com/pure-tea/100-real-ingredients/

http://1.bp.blogspot.com/_9z5QpmcXOQg/TFA3eI_et2I/AAAAAAAAAq0/A-L9mYjjpFk/s1600/1952947_med.jpg

http://vitamincenteragourahills.com/wp-content/uploads/2011/07/tea-29712rxuyzzok6j.jpg

http://www.gnet.org/wp-content/uploads/girl-drinking-yerba-mate.jpg