Project Case Study: Tea and Copy

Identity Rebrand of Tea and Copy

Alicia Kacar is a freelance copywriter and founder of Tea and Copy based in Melbourne.

Alicia was referred to me by a few business group members on Facebook. Alicia was in the process of changing her business name, which meant she needed a whole new logo, website and touchpoints for her new brand.

“When I started my copywriting business, all I wanted to do was write. I didn’t give my branding the time or love it deserved. Plus, I hadn’t quite figured out my place in the market. As my business grew and evolved, I discovered I loved to work with lifestyle brands, wellness businesses and creatives. However, my old brand was attracting a completely different corporate crowd. My old brand represents who I THOUGHT I should be as a copywriter, while my new brand represents who I WANT to be.” says Alicia.

Type A Copywriting logo
Alicia’s old brand – Type A Copywriting

THE PROJECT

The project began with the Tea and Copy Logo.

Heading into the project, Alicia already had a Pinterest board full of ideas and styles which appealed to her – which meant less guesswork for me! She wanted a funky, yet professional brand which matches her writing style. Alicia also loves Tea, so incorporating Tea into her brand was a must given the new business name.

To begin the project, I formed a few mood boards from Alicia’s endless supply of ideas and we nailed down a design direction. From here, a few rough concepts were sent through for feedback and approval.

Alicia absolutely loved the first concept straight off the bat. I produced a couple of different variations with different fonts, just to be sure – but no – concept one was the winner!

“All designs are great, but #1 is my firm favourite. I freaking love it!!! You know I love the mint green, but what I’m loving the most is the way you’ve made the ampersand look like a pouring teapot. Genius!”

Now the logo was nailed down, I went on to design the teacup submark, business cards and the new Tea and Copy website user interface (UI) which has been developed by Lisa from Jaffe Websites.

THE OUTCOME

Mint green and charcoal form the base for this upbeat, creative brand – aligning the business with its chosen target market and clientele.

The new logo design, UI and business cards for Tea and Copy
The new logo design, UI and business cards for Tea and Copy

Post-launch, Alicia says “I’ve had so many compliments on my new brand, particularly my website design. Many people have used the word ‘fresh’, which is exactly what I provided in my brief to Tiffany. The look and feel really resonates with women, who make up the majority of my market. It feels so good to show off my brand, instead of shying away from something that didn’t fit!

I’m only a week post-launch, but I can already tell that Tiffany’s branding and design has been the best investment in my business.

Since launching Tea & Copy, I’ve already signed on 2 fabulous new clients in my niche. I’m also fielding more enquiries from ideal customers with exciting projects (more creative, less corporate). From a practical perspective, I’ve found it much easier to create content for social media. My new brand is so ‘me’ that showing up seems effortless. I’m only a week post-launch, but I can already tell that Tiffany’s branding and design has been the best investment in my business.”

© Studio: tiffany gouge