Passionate about tea.
WELCOME 1
THE STASH TEA COMPANY IS PASSIONATE ABOUT TEA, STRIVING TO CREATE THAT WARM, COZY FEELING OF HOME. WE SEEK TO REFLECT THE LOVE AND JOY WE FEEL FOR OUR UNIQUE BLENDS WITH EACH FLAVOR WE CREATE, MAKING SURE THAT EACH CUP WE PRODUCE WILL BE YOUR BEST.
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A TASTE OF STASH
CONSUMER PERSONAS . . . . . . . . . . . . . 12 VISUAL IDENTITY . . . . . . . . . . . . . . . . 16 LOGO . . . . . . . . TYPE TREATMENTS TYPEFACES . . . . . COLOR PALETTE . PATTERNS . . . . .
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PROMOTION . . . . . . . . . . . . . . . . . . . 26 PRINT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 DIGITAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 ADVERTS & PRODUCTS . . . . . . . . . . . . . . . . . . . . . . . 39
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“ Stash continues the 5000-year-old tea tradition by creating top quality and delicious specialty teas with natural ingredients. �
Stash Tea co.
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FLAVORFUL HOMEGROWN SOOTHING 6
“ Despite our mass market distribution, we value our hometown roots by keeping main operations in Oregon.�
Stash Tea co.
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A Taste of Stash The Stash Tea Company was founded in Portland in 1972 and operated out of an old Victorian-style house, supplying loose herbal teas and bulk herbs to natural food stores. In 1975, the company broadened its focus to include bagged teas and began to sell a full line of traditional, specialty blend, and herbal teas directly to fine restaurants and through a mail order catalog to consumers. Today, we are headquartered in Tigard, Oregon, a suburb of Portland. Stash Tea is now one of the largest specialty tea companies in the United States, with products available through food service, grocery stores, tea and coffee shops, club stores, mass merchandisers, natural foods stores, mail order, and online. We are also available in Canada, and several other countries. 08
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What’s in a Name?
Stash Tea derives its name from an entertaining aspect of tea folklore. In earlier centuries, tea was a valuable commodity traditionally transported by clipper ship. The ship’s captain was often presented with the finest teas for his personal use. This supply was his “stash,” kept as his “private reserve.” Today, the term is still used to denote anything put away carefully because of its preciousness.
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Consumer Personas Tea lovers come in all shapes and sizes, so Stash Tea focuses on a wide demographic for their audience. From the avid tea connoisseur to the casual sipper, Stash has everyone in mind when creating our varied and delicious blends of specialty teas.
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SARAH AGE: 27 EDUCATION: B.S. JOB:SALES ASSOCIATE
Sarah is always looking for new ways to rev up her mornings. She thinks coffee is too strong, and the lack of caffeine leaves her groggy. She is forever on a search for a morning replacement that will put a pep in her step.
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Consumer Pe r s o n a
JARED AGE: 35 EDUCATION: A.E. JOB:ENGINEER
Jared’s job is almost always leaving him a bit stressed. At the end of every workday, he is on the hunt for that perfectly warm cup to help him settle down and release him from the calamities of his career.
Consumer Pe r s o n a
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Visual Identity Stash’s new identity encompasses contemporary design elements while paying homage to previous components, allowing for a seamless transition from old to new.
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ORIGINAL LOGO
Stash’s previous logo features the company’s name in a serif typeface. The A is perfectly centered as it sits inside of a stylized compass. This logo is an allusion to Stash’s nautical naming roots and is simplistic in it’s appearance.
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NEW
LOGO The new logo for Stash Refers to the captain’s special tea “Stash”, this logo features a ship with its hull forming a tea leaf. This image brings the stash name to a literal sense, subtly nodding to its roots while providing a captivating image that is both simple and memorable. 18
LOGO TREATMENTS
Each logo treatment was created to fit in various design situations. The main logos include the Tea Ship and simple “Stash” Type Treatment, while other versions such as “Stash Tea co.” and “Stash Tea” will be used when appropriate.
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Stash
Stash
Stash Tea
Stash Tea co.
Stash Tea
Stash Tea co.
Stash Tea
Stash Tea co. 20
TYPEFACES
BUTLER
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz The typefaces chosen to represent Stash Tea Include: BUTLER A serif typeface that is thin and ornate, giving a vintage yet modern feel. This will mostly be used for main titles. BELLEROSE A sans serif typeface with a round shape and subtle decorative visage. This will be used as part of minor titles and captions. Roboto Condensed A sans serif that is simple and legible. This will be used for paragraph text.
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BELLEROSE Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1
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ROBOTO CONDENSED Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1
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COLOR PALETTE
# 8 5 B 6 E 1 ( 1 3 3 , 1 8 2 , 2 2 5 ) # B D 9 F B E ( 1 8 9 , 1 5 9 , 1 9 0 )
The combination of warm and cool hues are meant to reflect the feel of nature and the often rainy metropolitan feel of Portland, while also reminding consumers of the warm feeling of a nice cup of tea.
#A0BEA1 ( 1 6 0 , 1 9 0 , 1 6 1 )
# F 0 E 7 D B ( 2 4 0 , 2 3 1 , 2 1 9 ) # D B 8 1 5 7 ( 2 1 9 , 1 2 9 , 8 7 ) # 7 3 5 2 5 2 ( 1 1 5 , 8 2 , 8 2 )
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PATTERNS AND ACCENTS In homage to Stash’s previous logo, patterns and other design assets will utilize the nautical compass. This symbol will have various forms and will be seen throughout multiple types of branding. Other patterns include brown swirls that are reminiscent of a steaming cup, and a tea leaf pattern that combines the feel of nature with a touch of elegance.
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Promotion To Promote the new face of Stash, products and promotional materials were created with the intent to introduce Stash’s new direction. The Showcased promotional materials give a comfortable preview into Stash’s new look.
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Promotional Materials (From Left: Mobile App, Business Card, Promotional flyer, Letterhead, 2017 Catalog, Branded Mug)
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Close up: Letterhead
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Close up: Business Card
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Close up: 2017 Catalog
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Close up: Thank You Card
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Digital Connection Map Stash Tea Website
Treats
Tea
Teaware
Loose Leaf
Mugs & Cups
View All
Tea Bags
Teapots
Stash Tea Mobile + Tablet App
Gifts
About Contact
Basket Checkout
Infusers Menu
Shop
Basket
Stash Tea Social Media Connections
Tumblr
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Website
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Website Pages (Home & About)
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Mobile App (iPhone)
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Mobile Home & About (iPhone)
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Mobile App (iPad)
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Mobile Home & About (iPad)
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Retail Shop Sign & Shopping Bag
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Retail Shop Window Sign
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Outdoor Directional Sign
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Chalkboard Shop Menu
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Premium Quality Loose Leaf Tea Tins
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Promotional Flyer
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Newspaper Advertisement
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Bulk Packaged Loose Leaf Tea
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Tea Bag Boxes
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Promotional Pin-back Buttons
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Tote Bag
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Shirt Designs
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Shirt Design & Bus Stop Poster
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Promotional Poster
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It’s Time 53
For Tea. Stash
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Dalice Travillion | Design Systems | 2017
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