We did an overhaul of the corporate identity of Čajnica CHAI. We found the main problems of the existing corporate identity to be the lack of brand consistency and a non-memorable logo. After careful research of related companies and their logos, we discovered that the main element of logos in this professional sphere was a tea leaf. This was reason enough to search for the underlying idea elsewhere.
We found inspiration in the moment of tea pouring. A line that flows into the letter H symbolizes that moment. While at the same time letters H and A give the logo a dynamic feel and show the waving of the tea’s surface as it’s being poured. Since we want CHAI’s visual communication to communicate the importance of correct preparation of each particular tea sort, the vertical line above the letter H can also represent the classic tea filter bags or a thermometer measuring the temperature of the tea.