Logo proposal for start-up loose leaf tea company.
The brand's values and messaging themes of freedom of choice & empowerment were heavily inspired by the U.S. civil rights movements of the '60s & '70s.
Target audience: People who want to belong to a "tea scene" for like-minded individuals, but don't find themselves aligning with any of the current tea-drinking demographics, and are often dismayed by the negative stigmas surrounding tea.
Tone: Should reflect the era, but avoid overly militaristic or psychedelic themes. Should portray boldness & strength, while still being fun, energetic, & youthful.
Rationale: Inspired by an iconic hand gesture used to symbolize strength & solidarity throughout the civil rights era and beyond. Imagery of the fist clutching a tea infuser is bold, assertive, and inspires a call to action. Intentionally gritty and homemade, this concept reflects the grassroots nature of old protest signs and political literature which would have been screen printed and hand drawn in a basement field office.