Team research and individual brand design
The kettle is dedicated to providing its customers with organic tea that can be delivered right to their doorstep, either hot and ready or a packaged loose-leaf blend. We find tea to be one of the most all-time relaxing drinks and knew the tea shop experience needed to be brought to the home.
In the midst of the pandemic, our ability to navigate in public spaces has been significantly impacted. With social distancing and other restrictions set in place for the safety of public health, restaurants are struggling to get by. Our goal is to seek out a way to bring a relaxing dining experience to our customers’ homes and create a restaurant that can withstand the high pressure of the pandemic.
Our first step was coming up with a concept. The team brainstormed together to bring a relaxing and sustainable business to our customers. We came up with a tea delivery service, and then created our own individual brand identities that stayed true to our shared concept. This would encourage our customers to find the perfect cup of tea from the safety of their own homes while supporting a sustainable practice.
Once we had our concept, we started brainstorming what we wanted to integrate into our brand. We jotted down any ideas that came to our minds, from the varieties of teas and foods we wanted to include to the methods of production we wanted to implement. We did not want our customers to be limited to only enjoying our tea delivered hot in individual travel-sized cups. So we expanded our brand also to sell organic loose-leaf tea, ensuring we can give each person and their housemates the whole experience of enjoying tea shop quality tea in their own homes.
The Design Process
We created two user personas for the brand. The first is Sophia, a 25-year-old young woman; she represents the young group who is very interested in tea culture and willing to try new things. The second is Ruth, an older lady who has retired. She has a lot of free time at home and wants to enjoy her life with her family. She represents a group that is very familiar with afternoon tea culture.
We created two user personas for the brand. The first is Sophia, a 25-year-old young woman; she represents the young group who is very interested in tea culture and willing to try new things. The second is Ruth, an older woman who has retired. She has a lot of free time at home and wants to enjoy her life with her family. She represents a group that is very familiar with afternoon tea culture.
Logo & Style Tile
To let our customers enjoy hot tea at home, I developed a mobile application for the brand. Customers can customize and place their tea and food orders easily. And also, post a list of popular seasonal items updated each month. Users can create a list of their favorite dishes and tea for quick reordering in the future. The user can track the progress of the delivery within the app.
One of the most important parts of the app design is the menu. Customers can choose their favorite teas and dishes according to each category and add them to their shopping cart or favorite list.
The Kettle will update the sales ranking for each month and make recommendations to customers based on different cultural themes. Customers can also order random afternoon tea sets every month, or purchase loose tea gift boxes to customize their own afternoon tea experience at home.
Cart, List, and Tracking
The final step was to consider how to continue this journey once the product reaches the customer’s doorstep, through packaging. The goal was to reflect and communicate the brand’s overall mission through interesting and engaging concepts. Using color, typography, and imagery.
Tea Cups & Business Card
The Menu in the Delivery Package