Responsibilities
I reimagined DAVIDsTEA’s logo, brand system, and packaging as part of a conceptual redesign. My focus was on modernizing the identity while keeping its essence and recognizability intact.
Collaboration
This was a self-initiated college project, but I referenced existing brand assets, consumer insights, and retail trends to inform my redesign.
Challenge
I wanted to refine the brand without losing its personality. The tricky part? Deciding how much to change. Too subtle, and it wouldn’t feel like a refresh. Too drastic, and it wouldn’t feel like DAVIDsTEA anymore. Finding the perfect middle ground took multiple iterations.
Outcome
The redesigned logo is sleeker, bolder, and more adaptable. The packaging enhances shelf presence and digital readability, giving DAVIDsTEA a modern yet familiar look.
