Taika is a new beverage startup focusing on coffee and tea with adaptogens…and with no hyperbole, they are the best tasting options on the market. They have a truly unique perspective on not only the quality and care that goes into making a product, but how that product can be used to benefit the consumer. And so, a can of ‘creative fuel’ was born and I had the opportunity to step in and help Creative Direct (along with my buddy Billy) the development of the brand guidelines and establish some fun and unique perspectives on how to showcase the brand in action.
One of the first things I did was help refine the wordmark. The orginal design had a few small things that felt out of sorts, and I know from taking to the team at Taika that there was some early scramble to just knock something out. I squared up and aligned the tittle, rounded some inside corners, matched some kerning throughout, and what you see at the top of this page is the result. It doesn’t look too far off the original design, but now it feels a little cleaner and comparing the two (original and reworked) there is just a calmer feeling and sense of purpose.
And then the logo was just begging to be brought to life, so I did that, too. Look at that smoothness.
Once I had the logo dialed in, I made some fun icons for the packaging
Below you can see a little jumble of some of the pages of the Taika Brand Guidelines I built, including the development of the brand palette, and collab product definitions and rules for can packaging.
All in all, a really fun project to be a part of…and even more of a fan of the products now. I can’t wait to watch these guys take over the functional beverage market and make the world a better (and tastier) place!
Role:
Creative Direction, Design, Writing, Motion Design
