Tea Curious approached us with a clear mission: to grow their small business into a brand that truly represents tea culture and its rich origins. They needed a logo that inspired a sense of wonder. Here's how we did it.
Founded in 2017 in Arizona, Tea Curious is an online shop and community for tea lovers who are passionate about artisan teas and the art of brewing.
Founders Rie and Steven wanted to create not just great teas but also a sustainable business that educates and excites people about tea pairings, origins, and cultural significance.
“Our product is education, but what people truly value at the end of the day is the connection.”
During our discovery session, Rie shared, "Our tea community often talks about going 'Down the Rabbit Hole' of tea," reflecting their deep dive into the world of teas.
We decided to focus on this connection and culture that Tea Curious represents.
The logo's swirls represent the educational journey in tea and a Gaiwan pot symbolizes the vessel and the community's overflowing passion.
“Robyn was very thorough during the branding process to capture our thoughts, ideas, and needs.”
We used colours that evoke water, history and porcelain, integral to the Tea Curious experience.
“We were able to work with a designer who we felt was on the same wavelength as us, while still benefiting from her incredible experience setting up niche brands like ours for success and scale.”
With the new brand identity, Rie and Steven have improved their visual presence and market approach.
The flexible design we created works for everything—from their website to packaging—encouraging customers to explore their tea products.
“We felt super involved, super listened-to, and super respected.”
By creating a brand that reflects their passion for tea culture, we helped Tea Curious connect more deeply with their audience and grow their business.
