Free Leaf Artisan Tea

As an exercise in brand design, I created a logo and visual identity for a fictitious tea company named Free Leaf Artisan Tea.

For the logo, I created a multi-layered leaf-shaped design. The outer contour of the logo resembles a tea-leaf. The edges are intentionally rough in association with the "artisan" handcrafted nature of the tea sold. The negative shape within the logo resembles a running figure, connoting energy, health, and wellness. In addition, the positive shapes found within the logo both resemble loose-leaf tea, as well as form letters spelling out "F.L.A.T," the initials of the company.

After designing this logo, I created a 19-page booklet, outlining a style guide to match the new brand image. view the full booklet here.