Level 6 - Final Major Project for BA (Hons) Degree in Graphic Design
The Brief
Based upon the theme ‘Making the Ordinary Extraordinary’, develop a brand identity that is exciting and youthful for a new speciality tea company. This will include brand name concept, logo design and packaging design. An advertising campaign will also be developed, which will include traditional forms of media and will also be supported by design for digital media appropriate to the target audience.
The brand name, logo, packaging and accompanying advertising campaign will all be developed with a consistent approach and a creative and innovative manor. The campaign will target women aged 25+, introducing a new to market, luxury product as part of a healthy lifestyle.
The Solution
Based upon the theme ‘Making the Ordinary Extraordinary’, develop a brand identity that is exciting and youthful for a new speciality tea company. This will include brand name concept, logo design and packaging design. An advertising campaign will also be developed, which will include traditional forms of media and will also be supported by design for digital media appropriate to the target audience.
The brand name, logo, packaging and accompanying advertising campaign will all be developed with a consistent approach and a creative and innovative manor. The campaign will target women aged 25+, introducing a new to market, luxury product as part of a healthy lifestyle.
The Solution
ALTEATUDE is a brand name has been developed around the significantly extraordinary achievement of Sir Edmund Hillary & Tenzing Norgay being the first to reach the summit of Mount Everest in 1953. Drinking a very ordinary cup of tea to celebrate their remarkable efforts is how the ALTEATUDE concept pulls together. It is not the tea that is extraordinary but the scenario in which the tea was drunk.
The advertising campaign embodies the extraordinary feats that can be achieved when surrounded by positive messages and the fortitude required to achieve. A visual language has been created within the branding/packaging that promotes the target audience to challenge themselves to reach great heights.
Inspired by the expressive properties of watercolour and it’s synergy with a healthy product, it is used consistently throughout the logo, packaging and advertising campaign.
Designed to inspire, using expressive vector illustrative syntagms and typographical signifiers to translate aspirations. It possesses a perfected colour palette that is fresh and stimulating. Rousing connotations of success and achievement directly relate to the purchase and consumption ALTEATUDE.
