Tea & Transformation
Through tea, connection, and support, Tea & Transformation is an organization and event dedicated to uplifting women in need in the Dallas-Fort Worth area.
Project Scope
Brand Strategy
Indentity System Design
Background
Tea & Transformation is a mission-driven initiative and event dedicated to uplifting, inspiring, and empowering women, with the goal of improving their current circumstances. There is also a fundraising component that aims to help homeless and vulnerable in the Dallas-Fort Worth area. The brand needed to resonate with a diverse group of women and be seen as a caring, trustworthy organization genuinely committed to helping women transform their lives.
Challenge
The biggest challenge was the brand's long name, as it could pose difficulties when designing the logo. We had to consider whether to opt for an icon that could become recognizable over time without relying on the lengthy name, or use a wordmark that would be better for building awareness since this was a new initiative.
Strategy
Tea & Transformation set out to build a trusted and reliable organization and event. To achieve this, it was crucial to create a brand that showcased its value, earned the trust of donors, patrons, and the women it supports, while projecting a feminine, welcoming, and positive image. The brand needed to be seen as a beacon of hope for women, while also establishing itself as a credible and respected organization.
Brand Identity
Pink and purple were chosen as the primary colors for their feminine qualities, symbolizing both the strength and resilience these women embody and the compassion they deserve. A wordmark was selected over an icon to prominently display the organization's name, which is essential for building awareness and credibility as a new initiative. Additionally, a submark was created for situations where the full logo couldn't be used, with the ampersand in the wordmark cleverly stylized as a steaming teacup.
Brand Application
In the branding and marketing materials, we aimed to emphasize that this organization is a welcoming sisterhood. Group shots of diverse, happy women, highlighted by the brand’s colors, conveyed that this was a space for every woman, regardless of their background, who sought to transform their lives. Whether through souvenirs with positive messages or posters and banners, our goal was to ensure that women felt supported and not alone, evoking positive emotions associated with the brand.