[ Posted: Oct 01, 2012 ]
A while back Motto asked Scott Hull Associates' Penelope Dullaghan to collaborate on a new brand identity for their client Teamotions. Teamotions was established in 2008 after Rachel Crawford tragically lost her twin daughters, and her few moments of peace were found in her tea ritual. Her sister Crystal said, "I wish there was something I could put in your tea to make you feel better." And knowing nothing like that existed, the two of them decided to create it themselves. The company they formed now offers teas blended with herbs that help the body handle stress, boost immunity and support emotional well-being, transforming a simple cup into a healing experience.
The collaboration began with a mood board Penelope created to establish a visual starting ground (love mood boards!). Then she came up with an abstract icon that represented a person wrapped around a cup of tea and also evokes an image of a mother holding her baby. Penelope must have drawn a hundred of those little guys until one was deemed "perfect". Next came hand-lettering which was just as exhaustive, none of which made it to the final, unfortunately. But the exercise in typography and variation couldn't be beat! The final logo was then applied to packaging and collateral, with each flavor being differentiated by color.
To see more images, click on Scott Hull's blog link below.
--As published on Scott Hull's blog.