BRANDING OF FINE FETTLE TEA BY RACHEL KOCARNIK
RESEARCH OF SIMILAR BRANDS Honest Tea refreshing, healthy, organic, pure, craft, Russian Tazo earthy, sophisticated, smart, light, feminine, cultural, intelligent, deep, balanced, calming, natural, powerful Twinnings feminine, classic, hand-selected, experience, fine tea, ethical, cultured Oob playful, unique, nutritional, satisfying, crisp, hand picked, hydrating, energizing, seductive, luscious, tropical, exotic Kusmi Tea high quality, wellness, detox, boost, be cool. blends, unique, original blends Irving farm quaint, farm, craft, hands on, detailed, delicate, intricate Karel Capek playful, childish, colorful, illustrative, happy, nostalgic, feminine, lighthearted The Republic of Tea fine, lifestyle, educational, experiences, confident, eco , STEP ONE | RESEARCH All great branding star ts with researching the competition, which is what I did here.
OUTLINE Concept: an intelligent tea that visually tells you the benefits and why you need to buy it. Mood: feminine, sophisticated, cultural patterns, calming, natural, experiential, exotic, quaint, crafty, detailed, playful, happy Approach: I will be packaging the tea bags as well as the container in which they come in. This includes developing a logo, color, and packaging concept
TAGLINES drink for the mind and body a benefit for mind and body a state of mind and body for your mind and bodys best interest
STEP TWO | OUTLINE + NAMING As a designer, I visually communicate words, not come up with them. This stage was a stretch for me but I enjoyed stepping out of my comfor t zone. I came across the phrase ‘fine fettle’ when researching in the dictionar y. The phrase stuck and I went with it!
Name: healthy living style benefit body unique liquid balance enhance blend Camellia Sinensis aroma fine fettle whole life savory fresh sweet Combinations living tea fine fettle tea tea life tealife lift tea lift FINE FETTLE
STEP THREE | VISUAL RESEARCH I went to Food Package Design as well as Pinterest for my visual research.
STEP FOUR | SKETCHING I made sm all sketches that inspired me for the patter ns on the label.
FINE FETTLE TEA feminine, sophisticated, cultural patterns, calming, natural,experiencial, exotic, quiant, crafty, detailed, playful, happy
FINE FETTLE TEA FINE FETTLE TEA FINE FETTLE TEA FINE FETTLE TEA
STEP FIVE | MOODBOARD Type is crucial to a brand. Thus, my board consisted of a lot of type and color options.
FINE FETTLE TEA FINE FETTLE TEA FINE FETTLE TEA FINE FETTLE TEA FINE FETTLE TEA
COCONUT GREEN TEA VANILLA PEACH OOLONG LEMON BALM HERBAL CHAMPAGNE SANGRIA
STEP SIX | DIGITAL PATTERNS I used illustrator and created a variety of patter ns to play with.
FINE FETTLE TEA for the mind and body green tea caffine
15 bags .25 oz
FINE FETTLE TEA for the mind and body black tea caffine
15 bags .25 oz
FINE FETTLE TEA for the mind and body
GREEN TEA organic
for the mind and body
15 bags .25 oz
15 bags
organic BLACK TEA
.25 oz
for the mind and body
for the mind and body
STEP EIGHT | DESIGNING I was inspired by a grid system I came across in my visual research for the label.
organic BLACK TEA
FINE FETTLE TEA
FINE FETTLE TEA 15 bags
FINE FETTLE TEA
.25 oz
15 bags
organic BLACK TEA
.25 oz
gr
fft
ea
BLACKBERRY MOJITO
e en t
15 bags .25 oz
for the mind and body
STEP EIGHT | DESIGNING Handling color is one of my favorite par ts of designing. It was a challenge to place color well and appropriately. After funneling a lot of ideas I am happy with what came out of this stage.
STEP NINE | MAKING I love the making process. I enjoyed picking out paper and assembling the designs as well as seeing this brand come to life.
STEP NINE | DOCUMENTING As I look back I realize how much I lear ned with this project. This is only the beginning of packaging design for me.