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1. In what way does each mood board convey an appropriate “look and feel” for your campaign 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.
Each mood board I created captures a certain style of bliss- sophisticated, joyful and spiritual. While my Teavana campaign will include various amounts of each of these essences, each moldboard style focuses more directly on that particular aspect. The sophisticated mood board conveys a more upscale and minimal style, using two basic colors and relying on interesting line styles and texture to convey emotion. The joyful moldboard exhibits a more fun color scheme and vibrant imagery. The spiritual mood board depicts a very warm, glowing sense of bliss. This bliss style is more closely aligned with the spiritual, however is still very accessible to the younger demographic through an overall sunny feeling. These moodboards succeed in conveying the associated feelings, because they exhibit “inspirational tidbits to help establish a general look and feel direction prior to jumping head first into a full, precise design” (Osborne, 2008).
2. Which principles of design have you used to create 3 different directions in your mood boards? Provide direct quotes with in-text APA-style research citations from this weekʼs reading assignments and from outside sources to help substantiate your statements.
All of my mood boards rely heavily on contrast. These contrasts come in the form of colors, shapes, lines and texture. However, no matter which style I end up going with, including a combination, type is going to be a central consideration. Selecting the most appropriate type style helps “achieve not only the perfect contrast, but also proportion, dominance and priority (Vasile, 2011).
3. How will these mood boards speak to the target audience and help to create a zag for your company? Provide direct quotes with in-text APA-style research citations from this weekʼs reading assignments and from outside sources to help substantiate your statements.
These mood boards speak clearly to the large demographic of tea, from middle-aged women to young men. The imagery shows serene sophistication, exuberant job and warm glowing bliss. These images create zag by communicating “things that words cannot. A picture is worth a thousand words, and mood boards are a great tool to create that picture for your client” (Wagner, 2008).
References:
Osborne, T. (2008). Getting Moody: A Look at Inspiration and Style in Early Design Techniques. Viget. Retrieved May 3, 2013 from:
http://viget.com/inspire/getting-moody
Wagner, M. (2008). Why Mood Boards Matter. Webdesigner Depot. Retrieved Retrieved May 3, 2013 from:
http://www.webdesignerdepot.com/2008/12/why-mood-boards-matter/ -
Campaign Theme:
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.
1. Explain how the choices you made are appropriate. Be concise and convincing. In what ways do the images you selected convey the “look and feel” of each example appropriate as a swipe file and the theme of 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.
There are many different meanings of bliss, but the best description I can think of for my Teavana campaign would be serene elation. It’s a refined sense of elevation and joy, one which accompanies inner peace. It’s the type of bliss you experience, say, taking a walk on a gorgeously sunny day, and you look up at the sky and feel at peace with the world.
1. Tea Drinker in Red
This image is suitable for the Teavana campaign because it shows a blissed-out lady partaking in a delicious cup of tea, and she also would appeal to my demographic.
http://imageshack.us/a/img577/5935/thekindofhappinessonlya.jpg
Source: http://commons.wikimedia.org/wiki/File:The_kind_of_happiness_only_a_mug_of_tea_can_bring.jpg
2. Tea Plants
This image is suitable for the Teavana campaign because the tea leaves dominate the image with the color green, which is associated with peace and serenity, and it also stimulates the senses
http://imageshack.us/a/img593/1399/teestrauchdetail.jpg
Source: http://commons.wikimedia.org/wiki/File:Teestrauch_Detail.jpg
3. Tea Set in Tea Shop
This image is suitable for the Teavana campaign because it shows a table set for tea inside a warm, inviting tea shop.
http://imageshack.us/a/img545/666/118400835311713.jpg
Source: http://www.sxc.hu/photo/1184008
4. Rippled Water
This image is suitable for the Teavana campaign because it exudes serenity, because water is inherently relaxing, and the ripples also gives off a vibratory sort of feeling, like a peaceful hum.
http://imageshack.us/a/img545/6610/140300741358607.jpg
http://www.sxc.hu/photo/1403007
5. Hands in the Air
This image is suitable for the Teavana campaign because it shows emotive imagery including birds, a rainbow and a blissful person with their hands in the air.
http://imageshack.us/a/img694/8135/coloursofhappiness3.jpg
Source: http://commons.wikimedia.org/wiki/File:Colours_of_Happiness_3.jpg
6. Red Tea
This image is suitable for the Teavana campaign because it shows a simple image of red tea, which is very symmetrical and stimulating, yet serene.
http://imageshack.us/a/img7/431/126691040172199.jpg
http://www.sxc.hu/photo/1266910
7. Tea Cups and Loose Tea
This image is suitable for the Teavana campaign because it shows a beautifully warm spectrum of brewed tea as well as samples of loose tea, which stimulate the senses.
http://imageshack.us/a/img703/8637/teaindifferentgradeoffe.jpg
Source: http://commons.wikimedia.org/wiki/File:Tea_in_different_grade_of_fermentation.jpg
8. Roses
This image is suitable for the Teavana campaign because roses are a common ingredient in many herbal tea blends, and flowers are generally thought of as celebratory, ceremonial, soft, sweet and sentimentality.
http://imageshack.us/a/img839/8226/136718111881761.jpg
Source: http://www.sxc.hu/photo/1367181
9. Clear Tea Cup
This image is suitable for the Teavana campaign because it is very crisp, simple and has great contrast, and it gives a great, inviting view of tea that is warming.
http://imageshack.us/a/img811/7795/122138721472389.jpg
Source: http://www.sxc.hu/photo/1221387
10. Sunny Girl
This image is suitable for the Teavana campaign because it shows a peaceful smile on a girl’s face, with warm, life-giving rays of sunshine in the background.
http://imageshack.us/a/img198/6448/113915574531335.jpg
Source: http://www.sxc.hu/photo/1139155
11. Buddha Hands
This image is suitable for the Teavana campaign because it is a classic Buddhist statue, but focuses on the hands in meditative position and a lotus on top, which is all perfectly suited for show bliss.
http://img153.imageshack.us/img153/4980/90386444402756.jpg
Source: http://www.sxc.hu/photo/903864
12. Happy Guys
This image is suitable for the Teavana campaign because has great contrast, elegance and shows two guys radiantly smiling and feeling bliss, and they will also speak to the demographic.
http://imageshack.us/a/img14/6161/bwhappiness.jpg
Source: http://commons.wikimedia.org/wiki/File:B%26W_Happiness.jpg
All of these images are associated with various aspects of bliss. It’s a serene style of elation and evolved euphoria. “Great photos help tell users who you are, what you do, and what you’re all about,” and images such as these will help tell Teavana’s story visually (Stephen, 2009).
2. Identify at least 3 examples of music that convey the look and feel of your campaign. Provide links to examples, if possible. In what ways is the music 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.
1. “Balafia” by Cantoma
http://www.youtube.com/watch?v=IqdfyWy3Zqo
This music would be appropriate for the Teavana campaign because it is soothing, yet upbeat, and has tribal undertones that make it earthy and slightly hypnotic.
2. “Lebanese Blonde” by Thievery Corporation
https://www.youtube.com/watch?v=04bg9IC9N6w
This music would be appropriate for the Teavana campaign because it’s got some Eastern flavor interwoven into sweet, melodic feminine vocals against a catchy beat. It’s invigorating, calming and the horns add a bit of elegance.
3. “Three Little Birds” by Bob Marley
https://www.youtube.com/watch?v=zaGUr6wzyT8
This music would be appropriate for the Teavana campaign because it’s simple and laid-back, but energizing, and the lyrics are the epitome of a blissful attitude- carefree, positive, appreciative and in harmony with nature. These happy, laid-back styles of audio aim to “appeal to a particular customer and put him or her in the mood to shop or revel in the experience” (Wheeler, 2009). That mood is bliss- who wouldn’t want to revel in that?
3. Post your pages from the 5.2.2 Project as JPEGS. How will your images and music selections help to create a zag for your company? Provide direct quotes with in-text APA- style research citations from this weekʼs reading assignments and from outside sources to help substantiate your statements.
http://imageshack.us/a/img198/2365/blundena522projectpage1.jpg
http://imageshack.us/a/img5/7752/blundena522projectpage2.jpg
http://imageshack.us/a/img23/4900/blundena522projectpage3.jpg
The style of images and audio I chose for my project will help Teavana create zag by manifesting an environment of bliss. The sights and sounds will both engage and relax the audience. These elements will coalesce into an overall feeling of bliss that will become synonymous Teavana. Choosing the right combination of audio and visuals will situate Teavana precisely “where good and different combine to create a successful zag” (Neumeier, 2007).
References:
Neumeier, M. (2007). ZAG: The #1 Strategy of High-Performance Brands. (pp. 34). Pearson Learning Solutions.
Stephen, E. (2009). What You Need to Know about Selecting Photos for the Web. ISL Web Marketing & Development. Retrieved April 24, 2013 from:
http://www.isl.ca/en/home/enewsletter/jul09importanceofphotoselection.aspx
Wheeler, A. (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition. (pp. 135). John Wiley & Sons P&T. -
Campaign Theme:
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)
http://identitydesigned.com/kenji-tei/
Mandy Ward by VERG (image 3)
http://www.verg.com.au/portfolio/mandy/
Maloman by Sergey Shapiro (image 4)
http://www.sergeyshapiro.com/
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)
References:
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. -
Campaign Theme:
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.
1. If every companyʼs product or brand has a theme, how specifically will the theme for your campaign project help to differentiate your companyʼs brand from the 3 competitors that you identified in your earlier courses? Provide direct quotes with in-text APA-style research citations to substantiate your statements.
My blissful campaign theme will help differentiate Teavana from its competitors by creating blissful, pleasing interactions will all their media, as well as their store. Their rebranded image will help facilitate a more human, welcoming feeling. However, it is going to be just as essential to avoid any design pitfalls that could downgrade the experience for the user. The designs need to look and feeling soothing, avoid any confusion and communicate bliss. In doing this, I’ll be using Teavana’s bliss theme as a “guide that will influence every design decision we make from the initial concept to the final composition.” (Curtis, 2011)
2. How will the theme of your campaign be used to help drive decisions later in the process of selecting design elements (color, typography, images, and sound) for your project? Provide direct quotes with in-text APA-style research citations to help substantiate your statements.
Since the goal is communicating bliss, I think a question to ask throughout the design process is, “is it blissful?” For instance, choosing the right paper materials that are visually stimulating as well as pleasing to touch are important considerations. I think keeping these designs clean, simple and soothing will help achieve bliss in every interaction.
Again, in this way bliss is manifested not only through the design choices, but through the design avoidances, i.e. a cluttered website and easy-to-ready type. In fact, readability is so critical that for “for 99% of the designs out there, typography and white space are going to be your underlying foundation. So if you can’t get them right, then the rest of your design has nothing to stand on” (Scrivens, 2012).
As far as color goes, energizing shades of blue, and perhaps some purple, will trigger relaxation and calming in the audience, because “blue is also associated with peace, and has spiritual and religious connotations in many cultures and traditions” (Chapman, 2010)

3. Make an initial survey of the current brand identity of each of the 4 companies. Note the similarities and differences in color, typography, and images. In looking at the 4 companiesʼ brand images, does your company have a “zag” to differentiate it in a way that seems effective or does it have a similar, “me-too” identity? Why is this relevant? Provide direct quotes from your reading materials or outside research with in-text APA-style research citations to substantiate your statements.
While there are some general similarities between the competition, I think that each of these brands has a unique zag. What they all seem to have in common is a certain warm and inviting feeling, however it is manifested in different ways. The typography choices vary, using both serif and sans serif type, but the overall type is very readable across the board. Numi and The Republic of Tea both rely on warm color schemes and have a more earthy feeling than what Teavana’s aims to. Harney & Sons has a very respectable, traditional motif, which works very well for their image, but doesn’t come anywhere close to Teavana’s zag.
The most similar competitor is Tazo, however their image is more associated with a whimsical, childlike feeling of adventure and exhilaration, rather than a serene adult sense of bliss. I think Tazo also does the best as far as simplicity, white space, readable typography and intuitive, easy-to-understand navigation. The photography on these websites is one area where all the competition shines, however I think that’s more of a technological, professional standard than a core brand element.
Next to the competition, I think Teavana definitely has a unique zag, and I believe that my rebranding choices will help communicate that zag to their audience. Because Teavana’s current logotype is quite strong and imposing, I think using a handwritten style would really help it communicate an authentic, emotive and welcoming feeling. Handwriting, because it is unique, “has a tremendous expressive power a standard lettering isn’t able to achieve” (Friedman, 2008). While the Numi and The Republic of Tea logos use fonts that appear to have a handwritten feeling, the logotype for Teavana is going to be more fluid and cursive, therefore maintaining its zag.
References:
Chapman, C. (2010). Color Theory for Designers, Part 1: The Meaning of Color. Smashing Magazine. Retrieved March 30, 2013 from:
http://www.smashingmagazine.com/2010/01/28/color-theory-for-designers-part-1-the-meaning-of-color/
Curtis, H. (2011). MTIV: Process, Inspiration and Practice for the New Media Designer, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions.
Friedman, V. (2008). Beautiful Handwriting, Lettering and Calligraphy. Smashing Magazine. Retrieved March 30, 2013 from:
http://www.smashingmagazine.com/2008/04/07/beautiful-handwriting-lettering-and-calligraphy/
Scrivens, P. (2012). One More Time: Typography Is The Foundation Of Web Design. Smashing Magazine. Retrieved March 27, 2013 from:
http://www.smashingmagazine.com/2012/07/24/one-more-time-typography-is-the-foundation-of-web-design/ -
![[ Testimonial Ad ]
This is a concept for a potential celebrity testimonial ad for my thesis project. The concept, copy and celebrity are cohesive, but the design would be more developed for a final print.](http://25.media.tumblr.com/c15e3e349a80007eb42aa3430fb8803e/tumblr_mkiubduCJy1s2izbmo1_1280.jpg)
[ Testimonial Ad ]
This is a concept for a potential celebrity testimonial ad for my thesis project. The concept, copy and celebrity are cohesive, but the design would be more developed for a final print. -
A Case for Rebranding Teavana
Abstract
In this research paper, a strong case for rebranding Teavana will be made. Teavana is currently a leader in the beverage industry, but its image as a heaven of tea isn’t being communicated by its present brand. The industry competition includes Harney & Sons, The Republic of Tea, Tazo and Numi. Preemptive rebranding would help reposition Teavana and prevent competition from dominating expanding tea markets, like bottled and bagged teas. These new markets give Teavana a great opportunity to increase its audience and gain exposure in new areas. The audience, once dominated by middle-aged and older women, has been expanding exponentially, due largely in part to ready-to-drink teas. This increased exposure, in conjunction with a strategic rebranding effort and multi-media campaign, will assure Teavana’s image is elevated to the heavenly status it denotes and deserves. The rebranding effort will include a new, emotive logotype, a redesigned trademark symbol, an intuitive website and engaging promotional materials. All of these deliverables will assist in Teavana’s pervasive mission, to facilitate bliss. This campaign centers around creating blissful experiences for the audience and communicating bliss, relaxation and peace at every opportunity. The Teavana store will be redesigned, conceptually, however the architectural and interior design specifications fall outside the reach of this campaign. The industry setting and state of the world are precisely positioned for Teavana to make a huge splash in new markets, revitalize their image and communicate bliss. Teavana is ready to facilitate bliss, and the world is ready to sip it.
A Case for Rebranding Teavana
Teavana is a leader in the tea and beverage industry, and their “goal is to be a heaven of tea.” Teavana began with a dream that was “part Tea Bar, part Tea Emporium,” and their name was intended to “describe the experience each customer has” with their tea and staff. The first Teavana store opened in Atlanta, Georgia, and they now have more than 200 locations in the U.S. and Mexico (Teavana, 2013).
Teavana’s mission is “toprovide fresh, high quality teas and the products to serve them. And to create a unique tea experience in each store by encouraging a positive, healthy outlook for all who enter” (Teavana, 2013).
While Teavana has enjoyed much success and is an industry leader, their brand execution could be much better. There aren’t many corporate tea stores in the U.S., so there isn’t much competition doing it the way they are. However, this leaves them in a vulnerable position if new and more appealing competitors were to enter the market. They’re also not achieving the pinnacle experience they proclaim, and that is a huge issue.
This research paper explores the ways in which Teavana can become a beverage mecca that emanates and facilitates bliss. With precise rebranding, including a logo, website, store design and promotional materials, Teavana can be repositioned in the as utterly blissful. This multi-media campaign will effectively communicate this blissful feeling to the intended audience.
The industry setting for Teavana is quite exciting, because tea is in a great phase of expansion, due to increasing ready-to-drink varieties, specialty teas and tea-infused topical products. The tea industry has generally been increasing over the past decade, with ready-to-drink tea sales increasing “by more than 17.5 times” (The Tea Association of the USA, 2011). This industry expects increased growth over the next five years in all tea sectors, which will be “driven by convenience, interest in the healthy properties of tea, and by the continued discovery of Specialty Tea” (The Tea Association of the USA, 2011).
Bagged tea dominates the market with more than 65% of the share, ready-to-drink and iced tea mix accounts for about one fourth, with loose and instant varieties making up the rest. Next to water, tea is the most-consumed beverage in the world, and 85% of tea consumed in the U.S. is iced. 2011 marked the 20th year in a row that tea sales increased, making this a very promising industry with ever-expanding possibilities.
Tea can be found in cosmetics, supplements, juices, chocolate bars and chewing gum. We can also expect the “emergence of a new category of tea products. Tea infused waters and tea energy drinks” (Simrany, 2012).
While there are some big competitors in the caffeinated beverage world, Teavana is in a unique position in the category of tea stores. Because specialized teashops tend to be small, local businesses, Teavana is in a prime position to reinvent itself and make a huge impact in the tea industry. Because this multi-media campaign includes expanded product line packaging (boxed and bottled teas), it’s quite relevant to focus on this expanded area of the competition, when looking at the state of the industry.
Teavana’s competitors include Harney & Sons, The Republic of Tea, Tazo and Numi. Harney & Sons is one of the most popular brands of packaged tea, and it appeals to traditional tea drinkers as well as more sophisticated specialty tea aficionados. The Republic of Tea has a really strong, upbeat brand and a huge following of healthy tea drinkers. Tazo holds considerable industry weight, as they are the exclusive tea sold by Starbucks. Numi has a great image and high-quality products- specializing in organic, fair-trade teas.
Teavana is a leader in the tea and beverage industry, and their “goal is to be a heaven of tea.” Teavana began with a dream that was “part Tea Bar, part Tea Emporium,” and their name was intended to “describe the experience each customer has” with their tea and staff. The first Teavana store opened in Atlanta, Georgia, and they now have more than 200 locations in the U.S. and Mexico (Teavana, 2013).
Teavana’s mission is “toprovide fresh, high quality teas and the products to serve them. And to create a unique tea experience in each store by encouraging a positive, healthy outlook for all who enter” (Teavana, 2013). Teavana is about more than just a good cup of tea- it’s about creating an invigorating, blissful experience for their audience. Consumers should leave Teavana feeling relaxed, satiated, clear and blissful.
Teavana’s audience is wide and varied. While middle-aged and older women used to dominate the tea market, due to bottled and iced varieties, tea has seen surges in other markets, including young men, ages 14-30.
While Teavana has enjoyed much success and is an industry leader, their brand execution could be much better. There aren’t many corporate tea stores in the U.S., so there isn’t much competition doing it the way they are. However, this leaves them in a vulnerable position if new and more appealing competitors were to enter the market. They’re also not achieving the pinnacle experience they proclaim, and that is a huge issue.
Teavana’s current logotype utilizes big, bold, all-caps lettering, which isn’t really doing their blissful brand justice. The font is definitely noticeable, but too imposing and strong for their serene image, because “all-uppercase text feels official and strong. It might serve as a good choice for businesses that want to evoke authority through their logos in the marketplace” (Fine, n.d.). Teavana is not aiming for an authoritative or
The trademark symbol accompanying Teavana’s logotype is great in concept, but could be better in execution. The image depicts a person sitting in the lotus meditation position, holding a cup of tea in their lap. While a person meditating with tea does exhibit the brand essence, the rendering appears slightly awkward. The limbs are slightly bulbous, and they are intentionally uneven. The limbs seem like they may have been manipulated from a yin-yang, which seems great conceptually, but overall, the symbol could be stronger and clearer. Due to the awkward limbs and placement of the cup and head, this symbol also could be interpreted to be the head of a woman, with the cup being the mouth. There should be no room for confusion or misinterpretation in this symbol. The color choice and placement in the symbol could also fit their brand better.
On Teavana’s website, there are some additional typographic concerns. They apply a somewhat cliché cloud fill on their logotype, which looks a little tacky and inconsistent with the print version of the logo. The choice in typefaces could also be more serene and harmonize better with one another. The site structure could use some work in order to be more simple, organized and intuitive. The navigation also uses a wide variety of colors and images, which appear somewhat overwhelming. The images do not aid the audience to understand or navigate in any way, so they should be eliminated or replaced. Simple, intuitive navigation is paramount, “because global navigation, if well positioned, will be the first place users go” (The Smashing Team, 2011). In general, the home page seems overly packed with images and information, which could be reduced to create a more peaceful online experience.
While Teavana has achieved considerable retail success, they are certainly missing out on many of the burgeoning new tea markets. Currently, Teavana does not produce either ready-to-drink teas or bagged teas. These are two huge areas for growth, especially considering the amount of third-party vendors that could become wholesale buyers.
Promotional materials for Teavana are slim, so this is one area for considerable improvement. Consistent, branded posters, ads and freebies (wallpapers, screensavers, etc.) could increase brand exposure and aid in overall satisfaction.
Teavana’s retail locations don’t exactly live up to their name. Their stores are small and stuffy, adorned with seemingly overpriced tea accessories. This doesn’t sound anything close to relaxing or blissful. So, in order for the rebranding to be truly successful, a store redesign must be included to help facilitate experiences of bliss.
One of the most effective solutions for Teavana’s image would be redesigning their logotype. Rather than big, imposing capital letters, a softer type treatment would help communicate their message of bliss. Something with a flowing, handwritten feeling could really take their logotype to the next level. This may include an elegant, relaxed font or custom typography. The custom typography would be a handwritten logotype, which may include calligraphy, marker or brush strokes. These demonstrative styles would help achieve a truly authentic and emotive logotype. Handwriting, because it is unique, “has a tremendous expressive power a standard lettering isn’t able to achieve” (Friedman, 2008).
While the concept for Teavana’s trademark symbol is strong, the rendering could be less ambiguous, more simple and symmetrical. This could be achieved through more naturally proportioned limbs, more appropriate use of color and making the symbol vertically symmetrical. Orange may be a bit juicier than the Teavana brand, and something more soothing might be a better fit. Energizing shades of blue, and perhaps some purple, will trigger relaxation and calming in the audience, because “blue is also associated with peace, and has spiritual and religious connotations in many cultures and traditions” (Chapman, 2010).
Another solution to make the symbol stronger could be using negative space to depict the person meditating with tea, and using a circular or shaped background upon which the symbol will pop.
In order to make Teavana’s logotype on their website in line with the rest of their brand, the cloud fill should be eliminated. Their logotype should be the same as in the rest of their material, to help reiterate their brand. One font family should be chosen for the body copy, navigation and general site text. That way, many varieties of type can be used, but they will all be cohesive and complement one another. Aaux Pro could be an effective solution, because it has a nice variety in stroke widths. Additionally, all the fonts in this family are quite legible, due to their tall x-height. That makes for great readability, because, “typefaces with a relatively large x-height tend to be more readable, especially at smaller sizes” (Yates, 2013). Clean, easy-to-read fonts definitely make reading a blissful experience, which is central to Teavana’s mission.
The fonts used in their web ads could be different, depending on the ad, but it should fit harmoniously with the rest of the type on the page. Website typography is critical, and in fact, “for 99% of the designs out there, typography and white space are going to be your underlying foundation. So if you can’t get them right, then the rest of your design has nothing to stand on” (Scrivens, 2012).
Teavana’s website redesign definitely needs easy-to-read type and white space, which it is currently low on. The navigation icons should be eliminated, because they don’t serve to aid in navigation and only serve to confuse the audience (as to their purpose) and clutter the page. While the variety of color on their site is vibrant and inviting, the placement of these colors could be more appropriate to identify important content and also lead the reader’s eye around the page. In general, Teavana’s website is cluttered and difficult to navigate. More intuitive site structure, navigation, link names and white space would help streamline and simplify the web experience for the user.
There are many untapped markets for Teavana to carve out a presence in, including ready-to-drink teas and bagged teas. These are new products and new markets that hold much potential for growth. The ready-to-drink tea trend promises to expand Teavana into younger markets, and both bottled and boxed varieties could be sold in grocery stores and by third-party vendors.
Because promotional materials for Teavana are few, this is a big area for improvement and exposure. Promotional materials for this campaign will include branded posters, advertisements and digital freebies, like wallpapers and screensavers. The addition of these promotional pieces should certainly increase brand exposure for Teavana. Imagery for promotional materials will include tea and bliss-related illustrations and people living bliss-fueled lives. People will identify with that because in our increasingly stressful world, we all want to feel bliss.
In addition to the rebranding effort, the Teavana store could also use a facelift. While construction and remodeling are outside of the traditional media design framework, the rebranding work could easily be applied to a physical store. For this campaign, a simple store mock-up will be included. The new Teavana retail locations will be warm, inviting, spacious, relaxing and blissful.
In conclusion, a rebranding effort for Teavana would be incredibly effective in elevating their image to a beverage mecca that facilitates bliss. This multi-media campaign will speak to the audience, using an emotive logotype, a user-friendly website, a welcoming storefront and promotional materials. The handwritten logotype will humanize Teavana’s image and add authenticity in the mind of the audience, and a re-envisioned trademark symbol will eliminate ambiguity and drive home the core message of bliss.
This campaign will utilize preemptive design to expand into new markets, reach Teavana’s expanding audience and reposition their brand as truly blissful in the minds of their consumers. This message will be invigorating and unique, and it will set them apart from the competition in an ever-expanding world of tea. Bottled and bagged teas will bring Teavana to new markets and expand their audience, as well as give the competition a run for their money.
Bliss needs to happen in every interaction. Every customer touch-point should be pleasant and peaceful. This starts with a more human feeling in their logotype, continues when they pick up engaging packaging, culminates in an exalted tea experience and reverberates long after the last sip.
Bliss affects people in a myriad of ways. It gives them the emotional fuel they need to power their fast-paced lives. Bliss allows people to engage each other in kind, compassionate ways. When people feel serene and satiated, they approach every detail in their life with new eyes. It’s time for a beverage revolution. It’s time for the world to sip their bliss.
References:
Chapman, C. (2010). Color Theory for Designers, Part 1: The Meaning of Color. Smashing Magazine. Retrieved March 30, 2013 from:
http://www.smashingmagazine.com/2010/01/28/color-theory-for-designers-part-1-the-meaning-of-color/
Fine, R. (n.d.). Lowercase Vs. Uppercase Corporate Logos. Arizona Local News. Retrieved March 27, 2013 from:
http://yourbusiness.azcentral.com/lowercase-vs-uppercase-corporate-logos-14381.html
Friedman, V. (2008). Beautiful Handwriting, Lettering and Calligraphy. Smashing Magazine. Retrieved March 30, 2013 from:
http://www.smashingmagazine.com/2008/04/07/beautiful-handwriting-lettering-and-calligraphy/
Scrivens, P. (2012). One More Time: Typography Is The Foundation Of Web Design. Smashing Magazine. Retrieved March 27, 2013 from:
http://www.smashingmagazine.com/2012/07/24/one-more-time-typography-is-the-foundation-of-web-design/
Simrany, J. (2012). The Tea Association of the USA. The State of the U.S. Tea Industry. Retrieved January 24, 2013 from:
http://www.teausa.com/14654/state-of-the-industry
Teavana (2013). About Teavana. Retrieved March 10, 2013 from:
http://www.teavana.com/about-us
The Smashing Team (2011). The Smashing Book – Usability Principles for Modern Websites. Smashing Magazine. Retrieved March 27, 2013 from:
http://www.smashingmagazine.com/smashing-book-1/usability-principles-for-modern-websites/
The Tea Association of the USA. (2011). Tea Fact Sheet. Retrieved January 24, 2013 from:
http://www.teausa.com/14655/tea-fact-sheet
Yates, I. (2013). The Anatomy of Web Typography. Webdesigntuts+. Retrieved March 30, 2013 from:
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Print Ad Copy
1. First, post the name of the company/product/service
Teavana (specialty tea, bagged tea, ready-to-drink tea)
2. Post your demographics: who is your target audience?
Teavana’s audience is wide and varied. While middle-aged and older women used to dominate the tea market, due to bottled and iced varieties, tea has seen surges in other markets, including young men, ages 14-30. Up to 50% of people in the U.S. drink tea on average, ranging from kids, teens and young adults, to middle-aged and older adults. The ready-to-drink tea trend has greatly influenced this market, with young men being an area of great increase. For my campaign personas, I chose a 24-year-old man and a 42-year-old woman.
3. Write a headline (get your reader’s attention)
Fuel your life with bliss.
4. Write a subhead (this subhead further explains or plays off your headline)
Ascension is only a cap-twist away.
5. Write body copy (remember, your headline pulls the reader in and the body copy gives the reader more information about your company/product service. Be concise. Make sure you are writing to your target audience).
Introducing Bottled Bliss, the freshest incarnation from Teavana. Simple, portable, delectable fuel for your higher self. Packed with energizing, immune-boosting and antioxidant-rich elements. This is the exalted state of tea.
6. Write your call to action (you got the attention of your target audience with your headline, you convinced them with your body copy now tell them what to do…call now, go to <website>).
Elevate your beverage selection at Teavana retail locations or visit teavana.com. -
[ Brand Development Video ]
Hi, I’m Amy, and in this video, I’m going to discuss what I’ve learned in this month’s class, Brand Development. I’m also going to talk about my thesis project selection.
During this course, three topics that I definitely connected with were using metaphors and analogies, identifying ideals and asking questions. Both metaphors and analogies are storytelling mechanisms that use comparison to help illustrate new ideas by relating them to what we already know. Since the dawn of civilization, we’ve relied on stories to communicate, stay alive and evolve. Story is a very powerful tool, and learning how to weave it visually is going to be in the forefront of my mind.
Identifying ideals is another topic that seemed very important to me. I feel that if we don’t pin down precise, unique ideals, we’re unable to effectively design. This process can be somewhat elusive, because we’re dealing with a lot of intangibles, but as designers, it’s our responsibility to thoroughly assess these ideals, so that we can make them tangible, through our designs.
Asking questions was another concept that was important to me. I found this to be quite pertinent, because I have a background in journalism and reporting. It’s not just about asking questions- it’s about asking the right questions- the ones that will get you the type of answers that will make your designs authentic and effective.
Now for some information about my thesis project, Teavana. Teavana’s industry is the tea and beverage sector, and its competitors include Harney & Sons, The Republic of Tea, Tazo and Numi. There are many promising trends including ready-to-drink teas, specialty tea and topical and health products with tea extracts. All four companies are providing specialty teas, and Harney & Sons, The Republic of Tea and Numi are all capitalizing on the bottled, ready-to-drink tea trend. I don’t think any of these companies, including Teavana, are tapping into the tea-infused product market, so that’s a huge area for development.
As far as differentiating factors, Harney & Sons has tradition and elegance, The Republic of Tea has healing and active lifestyle, Tazo has whimsy and possibility and Numi has earthy and community. I’m going to differentiate my thesis company, Teavana, from its competitors by focusing on the figurative heaven their tea manifests. I plan to do this through a multi-media campaign designed to be blissful, soothing, satisfying, intuitive and inviting. At minimum, this campaign is going to include a revamped identity, a new logotype, a new or redesigned trademark symbol, other promotional materials and package designs for a new line of tea.
Thanks for listening, and I’m excited to share with you my progress in the future!
References:
The Tea Association of the USA. (2011). Tea Fact Sheet. Retrieved January 24, 2013 from:
http://www.teausa.com/14655/tea-fact-sheet
Simrany, J. (2012). The Tea Association of the UStA. The State of the U.S. Tea Industry. Retrieved January 24, 2013 from:
http://www.teausa.com/14654/state-of-theindustry -
![[ Thesis Project Action Plan ]The tea industry is in a great phase of expansion, due to many factors. Ready-to-drink tea sales account for the largest area of expansion- which has increased more than 17 times over the past decade. Tea is increasingly being considered a health food by the majority, and this is another great catalyst for growth. Bagged tea dominates the market, but specialty tea is another area that is seeing increases.The unique factors that differentiate Teavana from its competitors are exaltation, satisfaction, peace and freedom. I believe that I can communicate these brand essences through an inviting, sensory-inducing, serene, relaxing, caring and intuitive multi-media campaign.
References:The Tea Association of the USA. (2011). Tea Fact Sheet. Retrieved January 24, 2013 from:http://www.teausa.com/14655/tea-fact-sheetSimrany, J. (2012). The Tea Association of the UStA. The State of the U.S. Tea Industry. Retrieved January 24, 2013 from:http://www.teausa.com/14654/state-of-theindustry](http://24.media.tumblr.com/440cfb96bf8a8c7cf48b1a1ece64ac41/tumblr_mj0hn1aUjU1s2izbmo1_1280.png)
[ Thesis Project Action Plan ]
The tea industry is in a great phase of expansion, due to many factors. Ready-to-drink tea sales account for the largest area of expansion- which has increased more than 17 times over the past decade. Tea is increasingly being considered a health food by the majority, and this is another great catalyst for growth. Bagged tea dominates the market, but specialty tea is another area that is seeing increases.
The unique factors that differentiate Teavana from its competitors are exaltation, satisfaction, peace and freedom. I believe that I can communicate these brand essences through an inviting, sensory-inducing, serene, relaxing, caring and intuitive multi-media campaign.References:
The Tea Association of the USA. (2011). Tea Fact Sheet. Retrieved January 24, 2013 from:
http://www.teausa.com/14655/tea-fact-sheet
Simrany, J. (2012). The Tea Association of the UStA. The State of the U.S. Tea Industry. Retrieved January 24, 2013 from:
http://www.teausa.com/14654/state-of-theindustry -
[ Video: Defining Client Needs ]
Hi, I’m Amy, and in this video, I’m going to discuss the most important concepts from this month’s class, Defining Client Needs, and elaborate on my thesis options.
The most important concept to me was to educate your clients. The second important concept was to create trust. Like Kit Hinrichs says, clients won’t hire you because they think you’re the best designer- they’ll hire you because they trust that you understand their business and have their best interests at heart. The third important concept was to involve yourself personally. When you involve yourself personally, you become attuned enough to fulfill desires, and fulfilling desires lays a foundation of trust on which you build a mutually beneficial relationship.
For all of the industries I chose, finding definitive, third-party rankings was next-to-impossible, so my rankings required and utilized more a subjective analysis. I also chose these competitors, because of what they’re doing right and how much they have in common with the brands I’ve proposed to reinvent.
In the specialty tea industry, I ranked Harney & Sons number one, because it’s one of the most popular brands of packaged tea, and it appeals to traditional tea drinkers as well as more sophisticated specialty tea aficionados. I ranked The Republic of Tea number two, because it has a really strong, upbeat brand and a huge following of healthy tea drinkers. I ranked Tazo number three, because they hold a lot of industry weight, as they are the exclusive tea sold by Starbucks. I ranked Numi number four, because it’s got a great image and high-quality products- specializing in organic, fair-trade teas.
In the yoga publication industry, I ranked Women’s Health Magazine number one, because although mainstream, it has a huge following and has been including more yoga and conscious health articles. I ranked Yoga Magazine number two, because they are probably the most similar to Yoga Journal, although I don’t think their brand has as much of a following as Women’s Health or Yoga Journal. I ranked Wellness Magazine number three, because it focuses a lot on both mind and body wellness like Yoga Journal, but it’s not as yoga-specific as Yoga Journal. I ranked Flow Yoga Magazine number four, because like Yoga Magazine, it’s intended audience is the closet to Yoga Journal’s, but the brand isn’t as well developed or established.
In the organic baby food industry, I ranked Plum Organics number one, because it’s the most developed brand in this category, and I think they’re excelling in all the areas I would like to polish and expand upon with Earth’s Best. I ranked Sprout number two, because their brand communicates whole, healthy foods exceptionally, through the use of real photographs on their packaging. I ranked Happy Family number three, because they’ve got a fun, adventurous brand that dominates the organic snack arena. I ranked Yummy Spoonfuls number four, because although their brand isn’t as developed or well-known, they are catering to special needs diets extremely effectively.
I’ve chosen Teavana for my thesis project, because the specialty tea industry is in a great phase of expansion. This is due to health factors, increasing specialty teas and tea being utilized in health foods and other topical products. My focus will be on creating an optimum tea environment in-store, communicating the health aspects of tea and expanded product lines like packaged teas, iced teas and tea-infused foods and topical items. I can definitely utilize some important concepts from this month’s material to create a robust, effective marketing campaign for Teavana, including involving myself personally, gaining a comprehensive knowledge of the audience and differentiating them from their competitors.
Thanks for listening, and I’m excited to get started with Teavana and share with you my progress!
