BUSINESS GOALS Create an authentic, exciting, consistent brand design for digital and physical use. Refresh brand identity & voice to convey Tea Things’ message easily to its audience. Redo the website to align with new brand, focusing on better discovery, reputation, and email list growth. PROBLEMS There is no pre-existing design, so the brand lacks cohesion, energy, and expression. It’s unclear what Tea Things’ offerings and values are. As the message behind the brand lacks clarity, having “tea” in the name is confusing (leading to the brand consistently being mistaken for a tea shop). Events (their main offering) are not marketed or sold through their website.