Tea Business Logo Design / Package Design Case Study

Here's a quick 'before and after' look at the logo makeover of one of our clients, Fusion Teas.

Fusion Teas had been a client for several years before the logo update. Their old logo was designed by a non-tea-specific design firm, and in my professional opinion... it showed! Take a look and decide for yourself:

The old logo

The old logo

The old logo had served Fusion well for years, sure, but it also violated several of the major best practices for a good logo (e.g., scalability and looking good in black-and-white). Worse yet for the logo (and better for the company) Fusion had evolved far beyond its old logo and the aesthetic of a 'just getting started' tea business. It had grown significantly over the years, and it was time for their logo to do the same in order for the look to match the brand now and in the coming years as they continue to expand.

After a few discussions with Fusion Teas' owner, Thomas Egbert, we agreed that it was time to put the old logo to rest and freshen up Fusion's look with a new logo and corresponding packaging. Here's what Thomas had to say about the old logo:

"It didn't convey who we are and what kind of tea company we run.

While I did like the two leaves, the yoga-Zen master did not represent us. We are anything but Zen, lol! We're a modern-day tea company in the US."

We worked with Thomas to answer key questions about the new logo, including what the purpose of the logo is, what kind of message it should convey and who it will appeal to. And then, we set to work on the logo itself. After several revisions, here's what we decided upon:

The new logo (in one particular colorway)

The new logo (in one particular colorway)

Clean, clear, distinctive. Scalable. Works well in black-and-white as well as in multiple color schemes. In short... simply better for a growing tea business!

Here's what Thomas had to say about the new logo:

"We love the new logo. It's exactly what we envisioned. The new logo reflects our name 'Fusion' a lot better. The definition of Fusion is, 'The process of combining two or more things together to form a single entity.' The two leaves that are designed into the Yin and Yang also help represent that."

Here's how I know Thomas really loved the logo. He sent me a onesie with the logo for my little one. Sweet!

We love to see our clients happy. But even more than that, we loved what happened next. Because we didn't only revise the logo. We updated the packaging! Here's a peek:

Those colors, though!

Those colors, though!

Oooh. Gorgeous! (If we do say so ourselves, that is...) And what followed was even better.

With a new photoshoot of the package design (courtesy of our Social Media Maven), we posted images across multiple social media profiles, resulting in more likes, shares and social-motivated purchases than the previous package design.

Here are two examples of posts that performed well on Instagram:

27 likes after one week

27 likes after one week

17 likes and one comment expressing LOVE

17 likes and one comment expressing LOVE

Furthermore, current customers loved the change in package design! Thomas says:

"We are super happy with our new packaging. In our view, the packaging is almost as important than the tea itself. When our customers love to look at the label and packaging these good feelings can spill over and influence how much they like the tea.

Customer feedback has been very positive and they seem to really like the direction we took.

It's also cleaner and more professional."

YES, love to see our clients' clients happy, too!

Does your current logo look more like a 'before' than an 'after'? Thomas has something to say about the hidden benefits of getting your look updated:

"Re-branding can have a huge impact on a business. It's human nature to go through ups and downs and get stuck in a rut or too comfortable. Re-branding can light the fire again and get you really excited about your brand!"

Ready for your own 'after' pics? Check out our design services and schedule a discovery session call to talk with me about your brand's evolution. I look forward to talking with you soon!

— Lindsey Goodwin-von Trott, Tea Business Mentor at The Tea Mavens

Note how the lines surrounding the circle motif vary from tea category to tea category.

Note how the lines surrounding the circle motif vary from tea category to tea category.

Scroll back and looks at the 'before' pick again. See the difference!

Scroll back and looks at the 'before' pick again. See the difference!