Elena Manfredi project

creativitea
IDENTITY CREATION
 RESEARCH
• 5 different kinds of • Tea, after water, it is the most w bever-• China: birth place of tea.
age More specialities than in
teas:black, white, green,
other countries
What is tea? • oolong,Puerh.They all
come from the same herb
70% green; the rest is
: oolong, black, white
called Camellia Sinensis

• India: world largest tea pro-

tea • Health benefits.Antioxi-
ducer; Most tea produced: dant, fight stroke, cancer and
Black cardiac problems, strengthen
teeth, skin and many more
• White tea: secret
method, rare tea • Japan: nearly all green
(harvested just few tea production; it is
week during the year; not just a drink but
authentic one only in a cultural moment
the Fuji an province) (tea ceremony)

Inspiration came from everything that surrounds us since we are born. Being not a tea lover and for this reason never had a contact with
this famous beverage a decide to explore few tea place in London.
Tea trips

Gossip
A peaceful and relaxing tea bar in Broadway market. One of the best places to be when outside it is gray and freezing
+ Lovely vibes thanks to the colorful, comfortable ambient. Nice relaxing music; teas could be bought in loose leaves or in different brand
packaging
Creative names for teas like “mojito” or ....
- Probably the size: really small, just 4 tables

One of the oldest tea shop located in the Strand. Antiques feeling when you visit it.
+ A broad range of teas, good identity even if all packaging different images and colors. This is due to the logo position (always the same
place) and a good color codes; museum with packaging and advertising for the Twining Teas since 1920

Posh tea shop situated in Convent Garden market

+ Good location and lovely windows color( purple), free teas taste, high quality teas expensive and rare
-The identity is too strong: the purple (dominant color) and the white are the only one used. Teas packaging all the same, really difficult to
differentiate them
 NAME GENERATION and EXPERIMENTS
Interesting brainstorming session during the second tea project lesson.
Divided in group we had to pick up few words that thanks to their link
with tea, they could had help us to a company name generation.
Name
generation

Creativitea will mean relax, and at the sametime be active

What will Thanks to:
Bright shop (wide windows) and high ceilings
I transmit Dominant color: white
Details: bright colors as pink, green, light blue
with my Music: relax music (ex Sigur Ros, Mum, Mogwai etc)
Allows people to draw and paint thanks to free sheets of papers, and
identity? colors
Different workshop available in our back laboratories (screen printing,
painting, drawing etc)
(moodboard page 3)

As tea sounds as -ty and in the English language there are a high num-
Playing bers of words ending in ty I looked up on an online dictionary: 1882
words a least ends in -ty!
with the I found many really interesting ones,but the most suitable for my
entire concept is Creativity which will be transformed in Creativitea.
words

Since this project started I had this need to play a bit with what I was
working: TEA
Playing I decided to be creative and follow the essence of my company per-
sonality. After preparing a cup of black tea (Assam), I prepared an
with tea A1 sheet of paper fixing it in my garden, went on the first floor of my
house and dropped the mug full of tea. A peculiar pattern was on the
sheet, a mix of broken piece of mug and beautiful tea stains. It was a
perfect creation to use for my tea boxes after modifying it with Photo-
shop changing colors, brightness etc.Nice result.
MOOD BOARD
 Mandala

Creativitea logo is the primary visual expression used to identify all the

VISUAL IDENTITY
component of our company. It will be used on packaging, advertising,
signage, presentation.
Logo
overview
The Creativitea logo is compose by two elements creativitea
Creativitea symbol:
Mandala is a fascinating expressive form, an archetypes shape that Logotype
protects who makes it from the external stress, feeling that Creativity
tea shops must gives to costumers.
Logo
Many associations with tea:
Mandala: Tea:

really ancient symbol really ancient drink

used to relax and develop creativity used to relax
universal symbol Universal drink

.It is a good relaxing activity fill them with color.Doing this helps to
develop creativity and concentration, For this reason not only each box
of Creativitea tea will have printed in their inside two different manda-
las, but also a small pencil to color them.

Creativitea Logotype:
The word Creativitea (Creativity+ tea) is presented in a clean arty and
delicate font Harrington, Art Nouveaux font
 creativitea

VISUAL IDENTITY
The preferred version of Creativitea logo is the one with black logotype
and black Mandala
Other version of Creativitea logo can vary depending from the product
Logo that we are selling. Creativitea teas are divided in 4 main groups. To
version each group is differentiated by the other thanks the ending of the word
-tea in a different color

Creativitea black teas; Creativitea white and jasmine; Creativitea green

creativitea creativitea
and mint and Creativitea fruity.

The color palette correspond to all the possible colors present in the
logo.Furtermore details of the shop design will be made only on this
color gamma.
creativitea creativitea

White: C 0 M 0 Y 0 K 0

Color Green: C 61 M 0 Y 100 K 0

palette Violet: C61 M98 Y13 K3

logo Orange: C0 M77 Y94 K 0

Red: C16 M100 Y100 K80

Black: C72 M68 Y66 K88

 The pattern on the background is the same for all
the category of white and jasmine tea.Creativitea
produces other 3 different backgrounds(as other
three are the tea categories that Creativitea deal
with
How the creativitea
colors work
on tea boxes
The logo creativitea
explained at page three
works as the back-
grounds.

Top box and bottom

box will always
Mandala are usually circular and symmetrical
drawings to be colored withharmony and
patience. This activity helps to concentrate, relax
and develop artistic capacities.

creativitea

creativitea
change color,
depending from the
creativitea White Peony with
pink rosebuds
ingredients of the products are socially just and environmentally
sustainable. We are keen on preserving the rights of
White Peony with Pink Rosebuds is a blend of the
finest white tea and whole pink rosebuds. It has a
teas. In this case is a our workers and the natural balance of our Earth.
Found out more about our membership of:
mild, refreshing, delicately rose-scented taste.

white tea (precisely www.ethicalteapartership.org Authentic White tea is only grown in the Fujian
province of China, where the delicate buds and
white peony) and leaves can only be picked for a few weeks each year.

the top is white. But white peony with pink

then the bottom is
Inside each Creativitea tea box you will find two
of them and a colored pencil. Drinking tea while rosebuds
coloring it, it is a peaceful act. Enjoy it.
pink, as there are 5O unbleached bags brew between 1-3 minutes
100g 100g
some pink rosebuds
Best befor e:
this box is prined on 100% recycled
31/10/2010
material and with soy inks a

Ingredients: delicate white peony(45%)

and precious rosebuds (55%)-
50 unbleached tea bags

this box it is made with 100%

recycled paper

My main point of inspiration on the color coding was the Twining tea
boxes. They change mostly images, while they keep a broad but not
endless variety of colors. I will do the inverse, keeping just 4 different
images but helping people to recognize specific teas ingredient thanks to
different top and bottom.
 PACKAGING AND SHOP FRONT
Packaging
and shop
front

On packaging, sign shop and stationery the

logo of Creativitea will come with a pattern
in the background which would be a part of
the Mandala enlarged. This is to confirm and
reinforce the Creativity aim that the place
owns. The background of packagign, shop
front and stationary will be a pure white. The
immagination of the costumer can make it in
all the colors of the world. Giving a color to
them would be decide for each single person
which color they would like it and stop their
creativity.