Indigo Moon Tea Co. wanted a brand identity that mirrored their unique spirit – a blend of vintage vibes and modern accessibility. The key was to create a cohesive look that would resonate across all their channels, from their Etsy storefront to bustling makers' markets.
Taking inspiration from the bohemian spirit, the design leans towards a vintage aesthetic. This not only reflects the handcrafted nature of their teas but also creates a sense of timeless quality.
Despite the premium quality and handcrafted nature of their teas, Indigo Moon Co. prioritizes accessibility. Their branding subtly conveys this by showcasing their unique blends without appearing overly exclusive. Indigo Moon Tea Co.'s brand extends beyond a beautiful label. The focus is on creating a consistent, vintage-inspired experience across all touchpoints, ensuring their customers feel the same sense of belonging, no matter where they discover their tea.
The primary wordmark is stacked, with a classy sans-serif used and refined to intertwine the letters and provide a level of mysticism while still remaining simple and scalable for different use cases.
The label system was created to be scalable, and utilized Indigo Moon's unique illustrations with bold type to stand out at busy makers' markets. The template allowed Indigo Moon to easily add information about benefits of each tea, and edit the ingredients, naming, and preparation as needed.
A closer look at some of the illustrations used for Indigo Moon's packaging.
Building a foundational illustration system allowed for rapid iteration and customization whenever new tea flavors were added. From simple hibiscus blends to festive gingerbread men and a playful twist on classic chai, the system ensured consistent visuals with a unique touch for each flavor.
The business card design needed to standout and be something people would want to hold on to when they receive it with their order or picked it up at a local market. A combination of the brand's secondary marks was used to create the detailed front design, while the back provided a simple grid of contact and shopping information.
Secondary brand marks were kept as simple, one-color designs to stand out from the packaging illustrations, but used to add a level of detail and design to Indigo Moon's brand and assets like business cards that felt as high-end and handcrafted as their unique tea blends. They could also be used across a variety of mediums, like the signet ring created below for sealing packages and envelopes.
