Rebranding Tiger Spring Tea to Bergamia Tea
There are a lot of things I love about my job. I get to create lovely things everyday from my home, with my kitten on my lap and lots of cups of tea (and cake, occasionally).
So what could be better for me than a new client who asks me to rebrand their company which lives and breathes tea!
It was an instant "Yes" from me!
Nigel and Lenka own Bergamia Tea (formally Tiger Spring Tea) and have a strong and passionate knowledge of both their product and their business goals. They are also creative people themselves which, if I am very honest, can be both a blessing and a curse!
But I found working with them very exciting, in what became a very collaborative process. Every detail was discussed, from the bird illustration to the kerning of each letter — and not just in the logo creation but in all of the assets required.
The bird mark developed very soon in the process. After talking to Nigel and Lenka and getting to know them, their likes, their interests and the business I knew a bird would appeal to them. I wanted to create a simple and bold mark that would quickly become recognisable, but also retain character.
I played with the shape of black tea leaves to create the bird's body, then added simple cut out features, including the wing, which mimics another tea leaf in its shape.
The bird was created using an iPad app call Paper53, because I liked the textured and overlaid colour in the illustration. Luckily, so did Nigel and Lenka. The challenge was now to recreate the drawing as a vector and adding in a few more details, while still retaining the quality and simplicity we all loved.
The challenge I had to overcome when creating the logo as a vector was to create the "overlap" of colour, like over print, and the grainy texture, as if the ink had not covered the whole image perfectly. However, I think it was successful. Working on the eye and wing detail was fun, though the wing design itself went through many different versions until we were all happy with the balance and weight of the lines. The idea that the wing and eye can be used as separate elements was then developed further, as these will be used on the website and maybe on some other printed materials.
I LOVE the bird design and I am very happy with how the logo has turned out!
The font was a big issue. We spent lot of time on this going between extremes! I liked the modern, clean Sans Serif fonts, but Nigel and Lenka wanted a old world / Georgian feel. I was worried at first that the simple bird illustration and the old font would clash but after playing around and going through A LOT of fonts, we came across 1785 GLC Baskerville which we all liked and I think works very nicely with the Bergamia bird.
With the Logo completed, we moved onto the biggest packaging project I had undertaken in a while, as Bergamia Tea has 6 varieties of black tea and over 100 labels for their tea packaging, all of which needed to be redesigned.
We all wanted each variety of tea to have its own unique colour, so my first job was to find complementary colours that worked with the logo and also represented each tea. Most of the colours came straight from the logo itself. First, the two strong primary colours (turquoise and bright orange), then from the over printed/lapping colours in the logo (a dark green and dark orange), followed by the black used in the text. I then played with light but warm greys and found one I liked for the white tea that also worked well with the other colours.
With the colour choices confirmed, the layout went through a few iterations but we quickly reached a layout design we all loved. The trouble came down to fonts again! Finding one that complemented 1785 GLC Baskerville was tricky enough, but with the added trials that it needed to be easy to read at a very small point size and work within a tight space.
Working with a copywriter I recommended, Nigel and Lenka managed to get the tea descriptions down to a manageable size, but it was still a challenge to make sure the font would work. Florencesans was the final choice (between us all we must have looked at over 100 fonts!), and although it was a challenge, I think it was one we won out on! I enjoy the balance of my need/wish for a simpler, cleaner font and Nigel and Lenka's wish to keep older style fonts. Florencesans solved the style and space issue perfectly.
The labels also need to be created in two different sizes (lrg and sml) which added to the legibility challenge, but both fonts held up remarkably well. Many a test print was made and held up to the bags the tea would be packaged in to make sure both the size of the label was complementary and the fonts and colours stood out against the silver.
I mentioned to Nigel and Lenka that the final paper the label was printed on would be a HUGE factor on the finish. I was delighted to be shown and asked my opinion of all the tests and mock-ups that were made. We all decided on a white textured paper (which I was very keen on) as I felt it created an accurate colour reproduction for the labels' blocks of strong colour and also because it had a expensive and high quality texture/feel to it despite it not being the most expensive option!
With the labels off to print, we moved on to the "Stamps" that would be both printed and for use on the website.
The idea was that each stamp would represent a variety of tea on the webpage and would also be used as a sticker seal on the packaging. Again these stamps would need to be in the colours of each tea variety and, like the labels, Nigel and Lenka wanted a Victorian-esque pattern around the edge.
Three versions of this design were needed in seven varieties. But now we were in the swing of designing together, this proved a simpler challenge and the design was signed off almost immediately, with only minor tweaks needed. Even Ziggy, the OhhhKaye office "helper", approved the look!
Overall I am delighted with the results of this project. I LOVE the logo and colours as well as working so closely and developing such a great relationship with the clients Nigel and Lenka.
We still have lots more small jobs to do and I look very much forward to continuing working with Bergamia Tea over the next few months!