Lao Tzu said that tea is the “elixir of life,” so here’s a design-infused cup of tea to quench your thirst. We usually tell you about design stories that are based on business ideas in our case studies, but this time we’ll tell you about a business idea that started with a simple creative spark inspired by everyday moments. The design story of Bennett Tea’s identity and e-commerce website creation is available for your perusal.
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Project
Bennett offers a variety of high-quality teas to suit different tastes and is a modern brand. It makes a wide variety of teas that are popular all over the world, including black tea, green tea, decaffeinated tea, iced tea, and seasonal tea, among others. At the intersection of modern style and time-honored customs, the brand offers high-end beverages that are more about evoking a certain feeling than providing a simple means of subsistence.
Brand Management
A combination of forms representing visual metaphors of an eye, a teacup viewed from above, and a teal leaf form the basis of Bennett’s logo design. The sign and the typographic portion, which showcases the brand name in a sophisticated and understated way, harmonise harmoniously.
The essence of the brand, which had to permeate the design of the e-commerce website, is the inspiration that can be found in the most ordinary of things. Designer Ernest Asanov began conceptualising the idea after being captivated by a photograph of meticulously arranged tea leaves. Its evolution into a graphic pattern and, subsequently, a collection of patterns used in branding and packaging, occurred within the field of identity design. The concept for the website’s product page video evolved from the original plan to showcase photorealistic tea leaf images.
Packaging
Developing an informative label that aligns with the overall aesthetic concept and maintains consistency across different packaging options was another crucial design task from the packaging standpoint. A lot of information about the tea blend is presented on the label in an organised and easy-to-understand format, which is made possible by the use of modern typefaces and the addition of clean, simple line icons. The back of the label provides a lot more information, but the front keeps it simple and directs the buyer’s attention to the most important details without overwhelming them.
Special branded envelopes and business cards were also create to reflect the style as part of the identity design and brand communication.
Web Designer
The first page of a website is design with typography as its main and sole tool for informing and captivating visitors. Nothing but the tastefully presented text content, which sets the tone and compels the visitor to peruse the assortment of products on offer; no images or illustrations whatsoever. A video of tea leaves falling from the top of the screen creates an immediate connection to the tea theme and sets the aesthetic and emotional appeal on product pages.
Take a look at this tea shop’s product card interaction in greater detail. The layout is construct on a foundation of vibrant and striking background colour combinations, which serve to emphasise different products with their respective packaging colours. The designer opted for a split-screen layout, intricate geometry, fluid animation, and unique typography for this web design. A kind of asymmetric grid is form by the boxes that contain the text information.
A sleek and simple sticky header, with the brand element in the middle, links to the main navigation on the left, and a shopping bag button in the right corner, helps the website adhere to the external consistency and identifiable mental patterns of e-commerce website users. In the second, customers can see at a glance whether they have anything in their shopping bag thanks to the visually striking marker that is highlight by colour.
Feedback
The website was recognize by the global design community for its positive feedback and three Awwwards awards (Site of the Day, Mobile Excellence, and Developer Award). This further proves that Webflow is capable of effectively implementing projects of varying complexity and non-standard design solutions.
