We designed a minimalist typographic logotype solution, by playing with the middle word of the company name: “of”. By vertically placing the letters in the word we created a form that resembles a colon and divides the phrase, but at the same time suggests a continuation. By doing this, we emphasized the word: “Tea.” Furthermore, by creating two poles in the composition we are indicating the search for balance that personifies the philosophy of the brand “Knitting is the new yoga.”
Our main thoughts were about how we could highlight the word “Tea” in the composition itself, while at the same time communicate the words that sum up the philosophy of the brand. Thus “cup of” can be used in the combination with the most diverse words. By communicating other words in the same way as the word “Tea” we would also shatter the first association of the brand to tea. When creating a typographic logo it is important to choose a typography that with its character communicates the philosophy of the brand. So when choosing a typography, we were looking for a balance between classical and modern, and minimalism and details.