Branding for a fictional tea joint and bakery created with the intention of an “accessible” afternoon/high-tea venue. Deliverables included stationery, packaging, cup design, poster design, and pastry box design.
Tea joint and bakery
Product and marketing background
High tea (otherwise known as afternoon tea) is a traditional English custom that is enjoyed in formal settings by a wealthy demographic. It is light meal typically served alongside cakes and other pastries.
To go against the long-established customs of high tea by creating a relaxing, non-threatening environment that gives customers a sense of belonging and enourages them to spend leisure time at our stores.
Unique selling proposition
• The high tea experience without the formalities
• Care-free, cozy hang-out spot for introverts and extroverts alike – a place to socialize but also relax and unwind.
- Proposition support points
• Beverages, pastries, and meals are inexpensive compared to traditional high tea services
• Store layout considers both sides of clientele with large round tables and couches for social groups, and comfy sitting/reading areas for individual guests. Books, board games, and blankets are also provided.
Online: Website or web banner, social media campaign (Pinterest, Instagram, Snapchat, Facebook), phone app In-Store: Pastry bags and boxes, to-go cups , cup sleeves, menu board, purchasable merchandise (tumblers, teapots, tea cups and saucers).
• Students aged 18-24 years old
• Both genders but mostly women
• Open-minded introverts and extraverts alike; they are humble and unconcerned with status
• They enjoy rainy day activities such as reading, drawing, board games, knitting, browsing the internet, baking, and writing
• David’s Tea, Teavana
• Coffeehouse chains: Starbucks, Blenz, JJ Bean, Cafe Artigiano, Bean Around the World
Welcoming, laid-back, caring, humble, unassuming, casual
Avoid trends that will be viewed by the target as insincere or pretentious