honolulu, hawaii
waikiki tea
A lovely boutique cake, coffee and tea house located on the Beach Walk in the heart of Waikiki, O’ahu. This lovely hidden gem specializes in showcasing locally sourced coffee and teas as well as Lady M cakes direct from New York City, talk about some yummy vibes.
Their light, elegant and minimal interior design of the cafe, as well as, their products sold is something they wanted emulated onto their packaging design. They wanted their customers to feel like they were taking a piece of paradise home to their friends and family to enjoy.
behind the logo
traditional meets modern
While working as a creative director for Dana Labels, Waikiki Tea came to us with a logo that they weren't quite happy with. They loved elements about it which we were asked to work with rather then omit such as, the name in a silhouette. The shape of the logo is actually the silhouette of a traditional japanese tea house. This connection was made to symbolize the quality of their tea products, since they sell traditional loose leaf high quality tea products, while also visually representing the traditions of the owners. The subtle wave on the bottom is a nod to the fact that this is a cafe in Hawai'i near the beach, no palm tree or hula dancer needed.
The typeface used has some curves to it to bring out more of the hang loose Hawaiian style the client was looking for. The overall color of the logo changes depending on the product it is placed on. While the standard is a pop of pink, which is used to stand out from the earth tones found in Hawai'i, this helps to show that Waikiki Tea isn't a normal japanese tea and cake house but one full of fun, creative and modern flavors.
behind the packaging
The clients goal was to create a calm serene snapshot of paradise
The focus for the packaging was that these would be gifts people could take back home to friends and family, which is a common practice with many tourist visiting Hawai'i. The use of pastel color tones and light greys help to show off the flavor tones of the tea/coffee while also symbolizing the feeling of calm while laying on a beach in Hawai'i. The background is an abstract beach scene that could also be seen as the rolling mountains seen from Waikiki Beach.
The pattern helps to bring the viewers around the tea tin where they would see the usage instructions accompanied by custom made icons. The "made in Hawai'i" seal is also a custom illustration and was an important element for my client to show the authenticity of the origins of their product, while also showing off the famous diamond head and waikiki beach only steps from their cafe. The coffee beans and tea leaves are all custom made as well to symbolize these are loose leaf blends and whole coffee beans. I chose to arch the text in this way to connect the feeling of seeing the countless rainbows found throughout Hawai'i. The client's goal was accomplished using hand drawn elements, pastel color tones and a sprinkle of playfulness, while having every detail throughout to convey the desired look and feel my client was hoping for.
