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Yeti Mountain Tea Co. Process Booklet
SPRING 2016The initial prompt for this branding and identity was to create a tea or coffee company from randomly chosen words. The cafe had to include yeti and mountain and the branding had to be something futuristic, clean but not happy. This was my first project ever in Graphic Design, after switching from Agricultural & Biological Engineering.
In my first ideas, I drew a yeti with a space helmet and a yeti on a rocket. After a few iterations, I ended up with just a space helmet that I scanned in and then manipulated in Illustrator. In my subsidiary logos, I took mountain literally, pairing a triangle mountain with a flavor.
Main Logo
Subsidiary No. 3Subsidiary No. 2Subsidiary No. 1
MOUNTAINBERRY
MOUNTAINBERRY
MOUNTAINMINT
MOUNTAINMINT
MOUNTAINHONEY
MOUNTAINHONEY
YETI MOUNTAINTEA CO.
SPRING 2017I decided to go through and revamp some of my projects from the last year. The initial feedback I received from this project was that the subsidiary logos were too different from the main logos so people didn’t understand that it was for the same company. I thought that if the flavors were paired with the initial main logo, Yeti Mountain would be more of a cohesive brand. I made my low-res subsidiary logos the flavors without the helmets. In my mockups, I added the element of the mountain as a subtle pattern, to tie the visuals together.
YETI MOUNTAINHONEY
YETI MOUNT AINTEA CO.
YETI MOUNTAINBERRY
#ED1C24 #8E236D
#006838
#F7941E# FBB040
#57B947#309144
#231F20 #413C3C
Dosis MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Dosis RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
YETI MOUNTAINMINT
Branding Exploration
Mockups
FALL 2017I went back to change the typography and make the logos a bit more refined. I again changed the subsidiary logos. I felt that the first typeface was too rectilinear, and wanted a typeface that made the icons more cohesive.
Logo--Main
Logo--Subsidiary
YETI MOUNTAINTEA CO.High Resolution Low Resolution
Typeface
Palette
F7941E
#309144High Resolution
Low Resolution
#ED1C24#
#57B947
#231F20
Euphemia UCAS, RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Branding Exploration
SPRING 2018I wanted to revamp this brand by making the flavors more modern and by adding dimension to their shape. I also wanted to implement the identity on packaging, to see how it would look. During the implementation, I realized that some of my logos did not work as well as I had thought. I also tried out different versions of the subsidiary logos, especially after receiving feedback about the color of some of the flavors. With the packaging, I felt that it was too plain, until I added some light mountains in the background, creating a nice break between the flavor and product information and the logo. In addition, I felt that none of the previous logos were working with the packaging, so I created a third option with the text underneath and separated from the main logo.
MOUNTAINBERRY
MOUNTAINMINT
MOUNTAINMINT
ALL NATURAL
MOUNTAINBERRY
Subsidiary Logo Exploration
Layout Exploration
CALORIESPER BOTTLE
90YETI MOUNTAINTEA COMPANY
10.14 Fl. 0z (300ml)
Caffeine Free
All Natural Herbal Tea
MOUNTAIN BERRYYETI MOUNTAINTEA COMPANY
10.14 Fl. 0z (300ml)
Caffiene Free
All Natural Herbal Tea
MOUNTAIN BERRY
10.14 Fl. 0z (300ml)
Caffiene Free
All Natural Herbal Tea
YETI MOUNTAIN TEA CO.presents
MOUNTAINBERRY
10.14 Fl. 0z (300ml)
Caffiene Free
All Natural Herbal Tea
YETI MOUNTAIN TEA CO.presents
10.14 Fl. 0z (300ml)
Caffiene Free
All Natural Herbal Tea
MOUNTAINBerryCALORIES
PER BOTTLE
90
YETI MOUNTAINTea Co.
MOUNTAINHoney
10.14 Fl. 0z (300ml)
Caffiene Free
All Natural Herbal Tea
YETI MOUNTAINTEA CO.
10.14 Fl. 0z (300ml)
Caffiene Free
All Natural Herbal Tea
YETI MOUNTAINTEA CO.
MOUNTAIN MINT
2018 Re-Brand
SUMMER 2020This project has followed me from my start as a designer, through my journey as a packaging design intern at SOCIAL and now as a professional designer. This summer, I revisited this project because I was curious about how my designs had evolved over the past four years and if anything could be added or reconfigured. I also wanted to fine-tune my typography and illustrative choices and also explore how the design could be applied and maintained across different packaging materials. I think the design finally fulfills the original brief of being futuristic, clean but not happy and including the words yeti and mountain through its minimal yet colorful design.
Brand & Layout Exploration
YETI MOUN TAINTEA CO . MOUNT AIN HONEY
Hone y, Lem ongr ass, L emon peel, Lemon ve rben a, G in ger ¥ 2. 4 oz
YETI MOUN TAINTEA CO . MOUNT AIN HONEY
Hone y, Lem ongr ass, Lem on peel, Lemon ve rben a, G in ger
YETI MOUNT AINTEA CO .
MOUN TAIN HONE YHone y, Lem ongr as s, Lem on peel,
Le mon ve rben a, G in ger
YETI MOUN TAINTEA CO . MOUNT AIN HONEY
Hone y, Lem ongr ass, L emon peel, Lemon ve rben a, G in ger ¥ 2. 4 oz
MOUNTAINBerry
YETI MOUNTAINTEA CO.
MOUNTAINBerry
YETI MOUNTAINTEA CO.
MOUNTAINBerry
YETI MOUNTAINTEA CO.
MOUNTAINBerry
YETI MOUNTAINTEA CO.
MOUNTAINMint
MOUNTAINHoney
MOUNTAINBerry
YETI MOUNTAINTEA CO.
MOUNTAIN MINTAll Natural • Green Tea, Spearmint,
Peppermint • One Tea Bag MOUNTAIN Mint
MOUNTAIN Mint
Final Brand
Dosis, MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Dosis, RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Dosis, LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Slabo 27px, RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Main Logo Variations Colors
Subsidiary Logos
Fonts
YETI MOUNTAINTEA CO.
YETI MOUNTAINTEA CO.
MOUNTAINMint
MOUNTAINHoney
MOUNTAINBerry
