ART 497, Adv. Independent Study in Graphic Design, Fall 2010

 

Project Proposal 1: Identity System Redesign & Packaging

Hatter’s Teahouse, Identity & Package Design
To redesign the identity system for Hatter’s Teahouse and create packaging to complement it.

To redesign my identity system project from Graphic Design III. This projects original brief involved creating an identity system and menu for a restaurant based off a fictional character. I originally chose the mad hatter from Alice in Wonderland and went with a whimsical cartoony design. Now that my design skills have improved, I would like to rework this project and expand it to include package design for a stronger portfolio piece.
Example of original design: Hatters_OriginalDesign

To create my new concept and design I plan to draw inspiration from the author, Lewis Carroll, and the time period in which he lived, the 19th century. I would like to combine this information with modern sensibilities for a fun, fresh, sophisticated look.

Project Scope

  • Logo
  • Business card, Letterhead & Envelope
  • Menu
  • Product Packaging (most likely tea packaging)

Hauteur, Name Selection & Initial Concept

After conducting research on Lewis Carroll, and the hatter character ‘Hatta’, from Alice in Wonderland & Through the Looking Glass I have settled on the name ‘Hauteur.’ I stumbled upon this word while looking up definitions and synonyms related to the characters trade and personality traits. ‘Hauteur’ sounds similar to ‘Hatter,’ and means pride and arrogance. I like the French sound, it makes me think of couture in relation to high fashion, which is a welcome association since it helps imply high class and trendy.

I have finished my initial research and am currently working on logo development. I believe I have settled on ‘Bickham Script Pro’ for the type portion of my logo, as pictured in the pdf. The ‘tea & tidbits’ part is a font called ‘JellyKa Saint-Andrew’s Queen, thta I would also like to use perhaps for descriptions or labels. I am still experimenting with color, text layout, and have begun brainstorming for some sort of logo mark or design to accompany the logo type.

Initial Concept: Hauteur
A trendy, modern tea lounge with Victorian flair.

Target Audiences:
College Students, Young Adults, and People with sophisticated taste.

Services & Atmosphere:
Serves specialty teas, and small gourmet treats and sandwiches inspired by the traditional English Low Tea tradition. Also provides information that educates consumers about specialty teas. Provides a relaxing atmosphere and space to lounge with others while enjoying various teas & tidbits.

Competitors: Cafe’s, Coffee Shops, Bakeries, Shops that sell specialty tea.
Hauteur Initial Concept PDF