GRAPHIC DESIGN | VISUAL DESIGN
Adobe Photoshop, Illustrator, InDesign
Graphic + Visual Designer
Chai Diaries is a small business focused on specialty teas from around the world. Their story focuses on recentering through mindful actions such as taking breaks with tea or starting days off right by making tea. As Chai Diaries continues to grow, so does the need for branding that better represents the business’s story and values.
As the Graphic and Visual Designer, I create designs for various platforms in order to engage with the business’s core audience, expand reach to new consumers, and boost conversion rates. I also work with the owner to create a visual branding that elevates the brand’s story and values. After researching through competitive analysis and communicating with the owner, I made a style guide to create a consistent aesthetic for the different digital assets I would create.
Brands have different ways of tackling their visual branding. Some brands do not limit their colors to a specific palette, but keep consistent typography and layouts with recurring unique graphics. Other brands have a stricter design guideline adhering to limited colors and consistent layout. Though the latter creates a stronger branding, the former gives more creativity and variance for designs and marketing.
After exploring a few options and working with the owner, I opted to create a hybrid design guide. Though we wanted to focus on the original bright yellow as the branding color, I expanded the color palette to some secondary colors to give more space for variety that worked with the brand. This would ensure more space for different ideas to form while still giving some adherence to branding.
I utilize the style guide to create designs that are more consistent and create a stronger brand presence. This style guide also gave me the ability to work on other assets outside of media collateral such as physical cards for our gift set line.