Introduction
Why?
I LOVE tea (and coffee, but mostly tea). I am really passionate about it, and I could
yap about tea for hours. Since my sister gifted me a bunch of loose tea boxes from Dammann Frères,
I fell in love with this concept of infusing dry leaves in hot (or not) water, and I became obsessed
with it- how it works, how it's made, what it does. I was -and still- am fascinated by tea.
Moving forward to my last year of study, when we were asked to create a brand, fictional or not, and I
didn't create a tea brand cause one of my classmates was also doing a tea brand. I wanted
to do something different with a friend who started a business at the time, but... the idea of this
tea brand stuck with me, living rent-free in my mind, nd it all came back with a stupid pun:
Science Infuse.
Science Infuse, in French, means "know-it-all"; it's usually used to sarcastically
mock someone who acts and/or speaks like a know-it-all: "Mais bien sûr, il a la science infuse lui." /
"Of course, he's all-knowing, that guy.", and I love myself a good corny pun, but also, that was the
perfect name for a project that screams "DEL-ightful" more than any other branding project I worked on,
which would also be a way to share my love and everything I learnt about tea.
Last year, I got a
bit more time on my hands, and that was all I needed to start the fake brand that had been haunting
my thoughts for years.
How?
I really wanted to play with both words in the name: Science, Infuse.
I love the aesthetic of
Science: the very clean, minimalistic, "techy" imagery versus the "green, organic, nature" or "British,
noble, classy" we usually see with most well-known tea brands/houses, at least in France.
HOWEVER, something solely scientific-looking would not be as fun as I want it to be; here's
where the Infuse comes in.
Because I also wanted this brand to be a learning experience to discover
more about tea, the idea of gathering knowledge about it- facts while drinking it, literally infusing
oneself with it- sounds cool! I wanted to show the infusion itself with visuals of ink on blotting
paper that would illustrate each tea.
Still, I was missing my scientific teaching element,
and what compiles information from a lot of different things in a "simple" way in science? The periodic
table! It sorts and lists elements and their specific feature with a code you can easily understand
once you learn how to read it.
The combination of both illustrations and periodic-table imagery
creates each tea's pictogram. These pictograms will then be the structure the logo is based on.
