ROSIE LEA TEA HANNAH FORSE S2955092
CONTENTS Process work
3-11
Flat Nets
12-15
Product photos
16-20
Manifesto
21-22
PROCESS WORK
I started designing my tea packaging by simply drawing out some san serif typefaces that I thought I could use to base my logo off of. I knew from the very start of my process that my tea would be called Rosie Lea, which is derived from the Cockney Rhyming Slang for cup of tea. As this originates from England I thought it would add a personal touch to my brand as I and my family are from the UK. After drawing out some san serif typefaces I decided to also try working on a script typeface just to see how it would look. I then combined the san serif typeface with the script typeface to make two separate logos that I thought I could use. After this I scanned them in to my laptop and vectorised them in illustrator, editing them slightly to adjust their heights and weights.
After designing two rough logos that I thought looked okay, I created a few mock up front cover designs for my tea packaging. I decided to use a pastel colour scheme as I thought it would induce a calming effect which I believe tea should do. I placed my two rough fonts on each design to see how it looked and finally preferred the san serif font without the script as it looked more refined and formal than the script typeface.
As time went on I hardly had any other ideas for my tea packaging until we did the logotype exercise in our graphic design weekly exercises. This was where I designed an emblem style logo that I combined with a word mark and symbolic logo. I loved the design as I believed the rule of thirds approach gave it a more European British look inspired by the London Underground logo, which suited the brand’s origin and story. I drew up the emblem logo properly and refined it before scanning it into Photoshop and adding a pastel pink to the background. I decided that this colour within the image would change according to the tea’s flavour and would match the packaging’s overall colour scheme. I then vectorised the image and added it onto a rough version of what I wanted the front cover to look like, which I ended up really pleased with. The emblem was placed in the centre of the front inside a white box that was outlined with a light pastel pink box. I then wrote the flavour of the tea below it in a capital letter san serif type face titled “Orator STD” and edited it’s tracking and kerning to make sure that it flowed throughout the bottom of the box nicely and delivered an aesthetically pleasing design.
Edited and vectorised version of my logotype, then used to create a mockup of a front cover
After designing a front for my tea packaging I started to work on the sides of the box. I always knew that I wanted to add a decoration or design element of some kind to make sure that the package had depth and didn’t just look like the front was the only thing that had been considered and worked on. To do this, I drew out some rough patterns and eventually chose one that used natural, flowing and curving lines decorated with leaves and teardrop shapes. I thought that this would add to the refined and formal look of the packaging as it would create a decoration similar to that of renaissance paintings and the corners of columns within renaissance buildings. I scanned the decoration in and vectorised it in illustrator before importing it onto the pastel pink coloured square that would be the side of my packaging. I initially had this pattern as it was but decided that it looked too dark and bold against the lightness of the colour behind it so I edited it to be white combined with a slightly darker shade than that of its background. This gave it a more subtle appearance and looked a lot better than it did originally. I then flipped the side of the box horizontally on Photoshop to create the opposite side of the box, ensuring that the decorations wouldn’t be facing the same way according to which way the viewer turned the package.
Vectorised and edited versions of the side pattern on my tea packaging
The “about Rosie Lea” section of my boxes was decided to be placed onto the back of each box and the nutritional information on the bottom, as not to interfere with other elements on the packaging. My about section included a brief overview on the tea and mentioned the sustainability of the teabags, which would, if on a shelf in a store, hopefully entice a viewer into buying the tea. To create the about section I simply used the same typeface as I did for the flavour on the front and adjusted it’s sizing, kerning and tracking as well as its alignment until it looked well balanced and legible. The nutritional information was then placed into a table that I created on Photoshop and then placed onto a coloured background (the same colour as the rest of the box), with its servings per package, serving size and barcode. I later realised after my peer critique that it would be better to have the nutritional information on a plain white background as opposed to a coloured background as it wouldn’t create such a bold contrast between the barcode and the colour behind it.
Once I had designed every element of one flavour of tea packaging which I decided to be English breakfast tea, I used each side as a basis for the other two flavoured teas. I made the second tea Ginger and the third Green tea to cater to a wide audience through the use of common flavours. I then edited each side to be the colour of the flavour, I.e. Green = pastel green and ginger = pastel yellow, and changed the text for each box to suit. I then edited the text’s kerning and tracking until it looked as balanced and legible as the English breakfast tea.
FLAT NETS
PHOTOS
MANIFESTO
When designing my tea packaging I took into account a range of different design Lea logo was designed with a script font in the top third and a serif font in the choices that allowed me to end up with a final and well thought out result. These bottom third, both of which were hand drawn, as said above these were both included symbolism, tone, style, typography, relationship, colour and materials. inspired by European and British culture and art through their formality. The rest of the box used a san serif typeface titled Orator STD, which was adjusted The symbolism I used within my Rosie Lea tea packaging mainly revolved through tracking, kerning and alignment to create a modern and minimalistic around the use of an image of a rose within my brand’s logo. This obviously appearance that worked well with the other typefaces used in the logo. drew parallels between the name of the brand and the logo by its representation of “Rosie”. I did this to create a recognisable image that the viewer would The overall design of Rosie Lea tea packaging was intended to create a calming immediately think of when hearing the words “Rosie Lea”. experience, which is what I wanted to incorporate into the brand’s values and principles. This was done through the tone of the design, as mentioned in The tone of my packaging was created through the use of colour and paragraph 3, which made use of light pastel colours and a minimalised design to minimalism. I was aiming to produce the calming effect that comes with drinking produce a stress-free moment for the consumer. tea through light and dainty pastel colours including pastel pink, green and yellow. I also reduced the amount of text and noise that was on my tea boxes in The colours used within the packaging were pastel pink, green and yellow. hopes of creating a clean and mess free appearance that would reduce the tea Pink was used for English breakfast tea, green was used for Green tea and down to what it is supposed to be: a calming experience. yellow was used for Ginger tea. All of these colours worked in conjunction with their flavours with the exception of English breakfast, in which I chose pink The style of Rosie Lea tea was inspired by European culture in addition to my as opposed to the actual colour of English breakfast tea (brown) purely as an home country of Britain. This can be seen through the emblem style logo that is aesthetically drawn choice and because it looked better than it would have done divided into a rule of thirds which was derived from the London Underground if it was the colour of its flavour. The decorations on the sides of the boxes all logo. The Serif typography of the logo was also inspired by classic European and used a combination and a darker shade of their background to create a subtle British culture, in which some places are quite formal and refined just like that and delicate adornment that wouldn’t be too bold or too vibrant for the overall of Serif typography. The decoration on the side of the box was motivated by the image of the packaging. natural and flowing line based art of the renaissance movement and the corners of columns in renaissance buildings, just to add to the European style of the Finally, the materials I chose to print my tea packaging onto consisted of 200gsm design. matte card. This was due to durability and the fact that it would protect the tea and the design of the box well as opposed to gloss paper. If this was a real The typography within my packaging includes script, serif and san serif world project that was actually going to be sold in shops, Rosie Lea tea would typefaces. This combination, whilst sounding messy, worked well as a whole be produced within chlorine and chemical free sustainable tea bags, which I and was featured in both the logo and the information on the box. The Rosie mentioned on the back of each box.