{"id":127,"date":"2023-09-27T19:47:32","date_gmt":"2023-09-27T19:47:32","guid":{"rendered":"https:\/\/hatchet.tv\/?p=127"},"modified":"2025-10-06T23:32:21","modified_gmt":"2025-10-06T23:32:21","slug":"taika","status":"publish","type":"post","link":"https:\/\/hatchet.tv\/index.php\/2023\/09\/27\/taika\/","title":{"rendered":"Taika"},"content":{"rendered":"\t\t
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Taika<\/em> is a beverage startup redefining the coffee and tea space with adaptogens and a refreshingly balanced approach to energy and focus. Their products aren\u2019t just functional \u2014 they\u2019re genuinely some of the best-tasting drinks out there. I joined the team, (alongside my friend Billy<\/a>) to help Creative Direct<\/strong> the development of the brand guidelines and shape how Taika expresses itself across packaging, digital, and collaborative product lines.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The team at Taika had already built a strong visual foundation, but they needed help refining and expanding it into a cohesive system. One of my first tasks was to rework the wordmark<\/strong> \u2014 subtle but essential adjustments that brought calm and precision to the design. I refined alignment and proportions, balanced the kerning, and softened the inner corners to give the mark a more natural rhythm. The changes were almost imperceptible at first glance, but together they created a logo that felt more confident and purposeful \u2014 a small shift that carried big weight for brand perception.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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With the wordmark refined, I developed animated versions<\/strong> to bring the logo to life \u2014 smooth, fluid, and full of personality.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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From there, I expanded the system by creating a series of custom icons<\/strong> for packaging and campaign use, aligning visual consistency across their growing product line.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Taika brand is built around the idea of \u201ccreative fuel\u201d<\/strong> \u2014 a balance of focus, play, and mindfulness. The design system needed to reflect that same duality: energetic yet composed, expressive yet refined.<\/p>

The color palette<\/strong> evolved into a flexible system of muted neutrals punctuated by bold accent hues \u2014 echoing the calm clarity of the product experience with sparks of creativity. The typography and layout grids emphasized breathing room and precision, ensuring that every touchpoint \u2014 from can design to brand collaborations \u2014 felt intentional and cohesive.<\/p>

I also developed the Taika Brand Guidelines<\/strong>, an evolving document covering everything from logo behavior and product hierarchy to co-branding principles and motion behavior. The goal was to make it a living resource \u2014 one that could empower internal teams and partners to grow the brand while maintaining its signature balance of calm and charisma.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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This project was a joy from start to finish \u2014 a perfect mix of craft, collaboration, and caffeine. Watching Taika grow into a leader in the functional beverage space has been as rewarding as the work itself.<\/p>

Role:
Creative Direction, Design, Writing, Motion Design<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Taika is a beverage startup redefining the coffee and tea space with adaptogens and a refreshingly balanced approach to energy and focus. Their products aren\u2019t just functional \u2014 they\u2019re genuinely some of the best-tasting drinks out there. I joined the team, (alongside my friend Billy) to help Creative Direct the development of the brand guidelines […]<\/p>\n","protected":false},"author":1,"featured_media":118,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,4],"tags":[],"class_list":["post-127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-direction","category-motion-design"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2023\/09\/Taika_logo_reveal-01.gif?fit=500%2C500&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/127","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/comments?post=127"}],"version-history":[{"count":17,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/127\/revisions"}],"predecessor-version":[{"id":770,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/127\/revisions\/770"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media\/118"}],"wp:attachment":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media?parent=127"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/categories?post=127"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/tags?post=127"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}