Traveler's Tea is a tea business which functions similarly to Teavana. It sells its tea online and in grocery stores at the same time. It also has physical locations in malls for which they serve a tea-house type of experience and craft teas.
While coffeeshops are popular in America, Traveler's aims to break the mold with the young generation as the target audience and basically making tea cool with its earthy, vintage design modeled after the Age of Discovery period. A sustainability statement in aspects of its business would also attract the young generation.
For the logo, the theme is based from the Age of Discovery, therefore a compass is used. In the center is a flower, because most of the teas sold in the store are blended with dried flowers. A rustic slab-serif typeface shows its antiquity, but having a sans-serif typeface underneath it states the product clearly. Since we're speaking a blend of antique and nature, a combination of earthy colors are used, most notably in the packaging.
Different approaches to the logo range from a regular compass to using the flower petals outside with the compass inside and vice versa.
A logotype is used with the display typeface Carton Slab along with a clearer typeface for readability and easy description of the product. Fengardo Neue is chosen for its soft, natural typeface in contrast to the thicker, rustic Carton Slab.
To tout its sustainability practice, cardboard tubes are utilized to store loose-leaf tea (the kind without individual tea bags). A seal with the logo is placed above the logotype to state its freshness and safety until it gets pleasantly opened by the consumer.
In the background for its labels, an ancient world map is used, as well as earthy color choices for Traveler's unique products.
Traveler's has physical locations, usually in malls. They are purely for people to come enjoy their in-store tea as well as their signature teas. There, they can purchase the in-store tea that is not available online the website and grocery stores. They can also reserve an entire tearoom for themselves just to get the ancient tea experience and chat with their friends or colleagues.
Above, signature teas can be purchased along with in-store teas that employees craft themselves for patrons to enjoy on the spot. Patrons can also purchase the in-store teas to take home and enjoy later.
Customers can reserve a tearoom for themselves where they can order craft teas, or order a special tea experience such as the Chinese tea ceremony aka Gong fu cha. They can take the time to relax and chat.
Traveler's Tea commercial for Internet video players such as Youtube.
Direct mail to resident's mailbox. On it, they can get a discount code they can use to buy tea online the website.
Traveler's Tea website is meant to be mainly an e-commerce website and reservation website in one. The home page introduces the user to the history of tea and Traveler's commitment to being a sustainable business selling organic teas, with a CTA at the end of the page.
iPhone and Android website version. Buttons are enlarged to allow for easy finger-pressing. When the mobile menu is open, the "Account" tab will open and expand upon pressing.
The Loyalty Card App from Traveler's is exclusive only to the physical locations. There, users can use this app to collect points when they buy products or at tearoom checkout. Once a reward is achieved, users can use the QR code for the physical location or a code to apply to Traveler's online. They also have the opportunity to give their points to other people by use of an email that ties to their account.
