Novuthea Branding_Megan Cunningham_Fall 22

NOVUTHEA BRANDING

Designed by Megan Cunningham

2-234 Pine St. N Toronto, Canada

Phone +1 (416) 639-8432

E-Mail contact@Novuthea.com

Designed by Megan Cunningham

Novuthea

(nō-voo-thē-a)

Novuthea is a combination of the Latin words “Novus”, Thea was originally taken from the plant name Calathea, to “to turn over

Novuthea

(nō-voo-thē-a)

“Novus”, meaning “New”, and “Thea”, meaning “tea.” Calathea, a symbol of rebirth, which also translates over a new leaf.”

OUR STORY

Novuthea is a universal wellness product for individuals to care for themselves while also caring for the planet. Novuthea is a tea-like product that can be used for the improvement of hair, skin, and overall physical health. Containing super ingredients such as Green tea, Chamomile, and Marigold which have soothing qualities as well as being full of antioxidants and antimicrobial compounds. Our goal is to minimize single-use waste from the everyday routine while also promoting selfcare and natural health. We hope to introduce the “seed to compost” cycle and how this cycle can be beneficial to learn from for our everyday care routines. Our products come straight from the earth and to your door and can be returned back to the earth once they have served their purpose. We take pride in our products for being organic, compostable, sustainable, and zero-waste.

Our goal is to minimize single-use waste while promoting and encouraging sustainable self-care as well as composting.

MISSION STATEMENT SuStainability

composting.

tainability

Care improvement

POSITIONING STATEMENT

Novuthea is a Zero-waste, multi-use tea that provides a healing self-care experience provided by its custom formulation

We hope to introduce you to the “seed to compost” cycle and how you too can be a part of this cycle by introducing

natural

Simple

formulation of dry organic ingredients, including the super ingredient Green Tea as well as chamomile and marigold. introducing Novuthea into your daily routine.

Simple Clean

PERSONAS MARY

Main Goals

Mary is a 26 year old and is an employee for a marketing team based in the state of New York. She has always had sensitive skin and has always had to spend and arm and a leg for her skin care in order to avoid breakouts and improve her skins health. With her busy job and traveling a lot she has recently been considering a change in her daily skin care routine and a new outlook on how to improve her stress levels. Her goal is to get promoted by the end of the year for her job but need to take care of herself as well along the way.

Gains Pains

-Clean, happy skin -Sensitive Skin

-New care routine -Products Expensive -Acne reduction

-One product

BARRY

Main Goals

Barry is a 25 year old male graduate student who grew up in South Carolina. He frequents the gym everyday as part of his personal daily routine. He recently has developed some joint soreness and has been looking for a way to remedy this problem.

Gains Pains

-Daily pain relief -Joint pain

-Boost in energy -Complicated Products

-Boost in vitamins

-Simple Product

"From Seed to

to Compost"

Our Ingredients

Designed by Megan Cunningham

Megan Cunningham

Designed by Megan Cunningham Brand Guidelines for Novuthea

GREEN TEA

Originated in China, around 2737, on accident when a dead tea leaf was boiled in water. Chinese Emperor Shennong found it refreshing and from there it was only enjoyed by high-class nobles. Later in the 14th century, it became more wildly used by people of all classes for its medicinal uses as well as enjoyment.

800 AD, Tang Dynasty, the innovative book titled “Cha jing” also known as “The Classic of Tea” was written by Lu Yu. The first book recounts the culture and art of Green Tea. Lu Yu was adopted by Buddhist monks and grew up brewing and serving tea. He took time away from the public to research and write down his findings.

Green Tea eventually traveled West during the 19th century where it soon became a favorite among British citizens. Soon after it made its way to the Americas. At this time it was referred to as “bullet tea.” It was so popular that Britain imposed the 1767 Tea Tax which kicked off the Boston Tea Party after colonists were upset because of the tax. It was here when 45 tons of Green Tea were dumped into the harbor.

OUR PROCESS

Green tea TYPES

All tea comes from the Camellia Sinensis plant. Black, green, or white, the amount of oxidation allowed during the drying cycle determines the color of the tea. Green tea has one of the shorter drying times meaning it is exposed to less oxidation. A shorter drying time allows for the leaves to retain their green color.

Once the moisture evaporates the leaves are moved to a heat source. This differs depending on the culture preparing the leaves. In China, the leaves would be panfired in a pan or wok. In Japan, the leaves would be steamed which gives them a brighter green color. Finally, the last step is the roll, curl, or twist the leaves to remove any remaining water or sap.

China Gun Powder

The most popular green tea, grown Province of China. its name because are rolled into tiny off a smoky flavor.

Powder popular type of Chinese grown in the Zhejiang China. Gunpowder gets because the tea leaves tiny pellets, giving flavor.

China Dragonwell (Long Jing)

Like Gunpowder, this tea grows in the Zhejiang Province of China. The tea leaves are flat, have a bright jade hue, and have a clean and mellow flavor.

Japan Sencha

Is Japan's most familiar green tea and is often regarded as an "everyday tea." This tea is directly exposed to sunlight and is processed using the boiling (decoction) method, which gives it a bright grassy flavor.

Designed by Megan Cunningham Brand Guidelines for Novuthea

Green tea

OUR CULTIVATION

Green tea is a rich source of healthpromoting components (nutraceuticals or bioactives) largely due to its high levels of chemically diverse phenolic compounds. As with any mass-produced crop, green tea production has also been linked with the increase in deforestation as well as limiting bio-diversity.

The green tea used in Novuthea is cultivated quite differently with the health of our planet in mind. We achieve this by working with farms that practice ethical cultivation using biodiversity. In this process, green tea production is used together with natural grasslands to protect the soil in satoyama areas. This delivers a high-quality tea product while growing culturally important local plants. The green tea we use is so ethically sourced it is from the same crops used to feed livestock on organic farms.

Designed by Megan Cunningham

Designed by Megan Cunningham Brand Guidelines for Novuthea

Green tea

BENEFITS

Green tea is full of antioxidants and antimicrobial compounds. It can also help with Cardiovascular Health as well as being an anti-inflammatory. It has been linked to being beneficial in helping reverse obesity and diabetes. It has been heavily associated with increasing metabolism rates. Good for gastrointestinal health. Recently, studies have looked into its benefits in helping prevent certain types of cancer. Historically it has been used for its anti-microbial, anti-infective, and anti-parasitic properties. Green tea has also been used to improve memory, and bone health, and be anti-arthritic. All of these wonderful benefits are being achieved through consumption. When used as a topical treatment it has been known to improve puffy eyes and dark circles as well as reduce wrinkles. Thanks to its anti-inflammatory/anti-microbial properties it is great for calming the skin and treating acne and breakouts. Green tea has also been shown to promote anti-aging as well as improve the collagen in the skin. This adds to its healing and regenerative properties. Recently, studies have found it to be a great sunburn treatment for the skin along with protection against certain types of skin cancer.

reGenerative

antiinflammatory antiaGinG

Herbs

Seeds

Novuthea uses a total of 6 different organic ingredients along with its primary ingredient green tea throughout its entire line of products. These ingredients include charcoal, coffee, oatmeal, chamomile, cocoa, marigolds, and turmeric.

All of these ingredients are dried in order to lock in key ingredients which can be extracted later once they reach your home.

These ingredients all play important roles in our products to deliver the best results and the widest variety of uses possible for your everyday use. They are all rich in antioxidants as well as Vitamin B3 which is great for skin and hair.

flowerS, HerbS, & SeeedS

OUR PROCESS

Novuthea sources all of its ingredients from local organic farms and processes them in house. We have been implementing sustainable and energy effective alternatives solutions like, transitioning to the use of renewable energy like solar panels to power our LED lighting technology which uses less energy and lasts longer.

Not only are our products zero waste, but we continue this throughout the entire process. Any discarded plant matter from our processed ingredients is sent back to our farms to be composted into fertilizer to be used and help continue the natural process of growth to harvest. Our shipment containers and storage are also reused for items going to and from our local farms after thorough cleaning to ensure the most sanitary conditions are present as well as improved quality.

Reduce Soil Tillage. This preserves soil structure for better water absorption and holds soil in place. It also sequesters carbon, which may slow climate change. CropLife International says reduced soil tillage could equal the same reduced carbon emissions as taking 12.4 million cars off the road. Rotate Crops. Biodiversity adds to the mix of soil microorganisms, improving soil health. It also helps control pests that thrive in one crop but starve out in another. Legumes like alfalfa or soybeans add nitrogen to the soil, where it is available for the next year’s corn crop. University of Wisconsin Extension research says corn following alfalfa may not need any supplemental nitrogen.

flowerS,

HerbS,

& SeeedS

Types

Mexico & Guatemala

Marigold

Bio-active and antioxidant properties have been shown to promote collagen synthesis and cell tissue regeneration in the innermost part of our skin.

Europe & West Asia

Chamomile

Has an effective anti-inflammatory properties with its ability to penetrate into the deeper layers of the skin. It’s also effective for treating moderate cases of eczema.

South America Cocoa

Antioxidant and anti-inflammatory properties enhance the skin’s photoprotection against the sun’s UV rays which is crucial to skin health.

China Oats (Colloidal oatmeal)

Contains beta glucan, which is a substance that can absorb water ,phenols, which are a type of antioxidant, and saponins, which have soap-like properties and can act as a cleanser.

Ethiopian Plateau Coffee

Contains caffeine and antioxidants help with cellulite reduction as well as reducing dark circles. It is also a great exfolient and has anti-bacterial properties.

South Asia Turmeric

Not only is turmeric a potent antioxidant it’s been shown to exhibit anti-inflammatory, antimicrobial, antioxidant and anti-neoplastic

flowerS, HerbS, & SeeedS

OUR CULTIVATION

Use Low-Pressure Irrigation. Pivot irrigation systems usually spew water skyward under 100 pounds of pressure. Low-pressure drop tubes dribble the water over the crop canopy at about 30 pounds, saving energy. An even bigger savings is 15% less water lost to evaporation.

Plant Cover Crops. These cool-weather plants keep the ground covered between growing seasons. They prevent soil erosion, hold nutrients, suppress weeds and improve soil health. Sustainable Agriculture Research and Education (SARE) experts say cover crops can also save you money, especially if you can use them to graze livestock rather than feed hay or silage.

Dispose of Outdated Pesticides. The product label may tell you how to properly dispose of it. Or, your state may participate in a program called Clean Sweep, which collects and disposes of old pesticides from farms. The Illinois Department of Agriculture, for instance, uses EPA funding to conduct annual Clean Sweep programs in rotating regions.

Designed by Megan Cunningham Brand Guidelines for Novuthea

flowerS, HerbS, & SeeedS

BENEFITS

This super-effective natural skin emollient protects the skin by neutralizing oxidative stress. Its antioxidant and anti-inflammatory properties enhance the skin’s photoprotection against the sun’s UV rays which is crucial to skin health. Its bio-active and antioxidant properties have been shown to promote collagen synthesis and cell tissue regeneration in the innermost part of our skin. It’s effective against UV-induced oxidative stress and is used for treating a host of issues including: inflammation / swelling, dry / sensitive skin, eczema, bruises, insect stings / bites, and fungal disorders like athletes foot.

They have been used to treat a variety of skin problems like acne, wounds, burns, eczema and psoriasis and treat sun damage and skin photoaging. Thanks to these unique qualities, anecdotal evidence shows that it’s effective as a topical treatment in drawing excess oil, dirt, bacteria, poisons, and chemicals from the skin. Hence its inclusion as a foundational ingredient in cruelty-free deodorant and zero-waste deodorant.

A logo has the power to tell a brands entire story in a matter of seconds.

l o G o P rocess M ain l o G o P ri M ary & s econdary B enifi T s

l o G o r ules l o G o u sa G e c olor

LOGO

T y P o G ra PH y s T a T ionery

P ri M ary s econdary P ri M ary s econdary l e TT er H ead B usiness c ards e nvelo P e

Novuthea's Logo went through many iterations. Many of these secondary type face. As the process went on the shape began out on lighter backgrounds. The punch-out style use for the "Novu" well as the other half of the wordmark which is in solid color type.

these including organic shapes which supported a primary and to simplify and include a shadow of color which helps it stand "Novu" half of the wordmark helps balance the main graphic as type.

The rules

Logo variations 01 lockup that will be used on a majority of our products. The option 02 can also be used on products that use more orange tones in their design or that require a monochromatic color scheme.

Logo Rules

X=

Quidelines

Logo is to be sized to the correct porportions with "X" being half the hight of the overall logo. The area within in the "X" ratius is the be left clear of all other graphics to provide breathing room for the Wordmark.

Logo usage

1. Main logo lockup that will be used for print, website and social media etc. This option should be used wherever size allows.

2. The elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the logo elements, are predetermined and should not be altered.

3. The primary color option for our logo is anthrazit. It is intended to be used on lighter backgrounds and images in order to maintain legibility.

Logo Usage

Don't

Invert the colors..

Keep the original two variations and do not create alternate color vartiations from the Primary and Secondary logos.

Dont' Fill in the "Novu"..

Leave the "Novu" empty in order to keep the balance of the logo and cut out style.

Don't Morph or Squish..

Keep the logo in its original porportions when changing overall sizes.

Secondary

Use Forest Greeen for Graphic and Winter Tea for second half of wordmark and shadow.

Primary & Secondary

Use of color

1. The following palette has been selected for use in Novuthea's brand. Lighter tints of these colors are also allowed.

2. The primary colors include a dark Forest for the word mark and a Brilliant Marigoldfor the organic graphic used withing the logo.

3. A secondary color is a light green tone which is used for the secondary logo variation.

Forest PRIMARY

Winter Tea PRIMARY

Used for the logos

Primary color palette

CMYK 79/62/76/82 RGB 21/29/12 Hex #151d0c

CMYK 0/56/92/0 RGB 252/137/22 Hex #fc8916

CMYK 56/39/53/27 RGB 108/115/101 Hex #6c7365

LAVENDER

SECONDARY

SOLITARY SECONDARY

These colors have been pulled straight from nature as well as our very own ingredients. Colors as pure and down to earth as the plants themselves.

Secondary colors

CMYK 12/15/0/0 RGB 227/220/239

Hex #E3DCEF

CMYK 6/5/11/0 RGB 243/340/231

Hex #F3F0E7

Lavender

Forest

Winter Tea

How to use our colors

It is important to maintain a sense of hierarchy, balance and harmony when using the Novuthea color palette. Our color system is extremely flexible, but exercise restraint. Please use the colors as shown. All other colors use sparingly.

Solitary

Color hierachy

Winter Sage

Lilac

Typography

Typography

Date: October 2004

Stigma typeface is a versatile, modern and classy display sans serif font. It comes with elegant style but still has a modern feel, with features an extended latin character set of 243 glyphs by covering various languages in central Europe.

And includes advanced open type features like standard and discretionary ligatures, positional numerals, stylistic alternates and so on.

Designer: Manfred Klein Fonteria

Designer: Headfonts

Date: December 2021

Arthead is a modern sans serif and slightly decorative font family that will add to your work a stylish and memorable touch. It is not that complex in structures and shapes, being quite minimal, but has an extreme contrast in strokes, that gives the impression of negative space.

Each weight has 103 glyphs, an uppercase and lowercase alphabet, numerals and standard Latin script support.

Stationery

Stationery

Office letterhead

Clean and simple, we designed our stationary to align with our visual system.

The letterhead features the logo to the left of the top with the business contact information on the bottom right .

Dimensions:

Brand visuals

The business card will be used for all official contact and communication of our company. These are the approved layouts. Always use two sided cards.

Dimensions: 600 x 900 px

Brand visuals

Design envelopes that match your brand, create interest, and even increase your open rate.

With these impressive envelope designs we will definitely leave an impression on a client or customer. Dimensions:

Designed by Megan Cunningham

Designed by Megan Cunningham

Application

"From Seed to Compost"