Problem
Cream & Sugar is a trendy teahouse targeting women age 17-30, especially those who are active on Instagram and similar photo-based social networks. The goal is to break away from the norm of tea rooms appealing to mostly older women and little girls and reach a new audience.
Solution 
Muted pinks and copper tones create an Instagram-worthy backdrop for the restaurant, while bold black keeps the brand from feeling too delicate. Friendly and elegant sans serif Filson Soft keeps copy easily legible while still having a bit of personality, while Lust Script works as an eye-catching and indulgent display type.
The Status Quo
Current tea houses in San Diego include Tea Upon Chats-worth, Aubrey Rose, and Coral Tree Teahouse. To help Cream & Sugar stand out, I looked at what these businesses have in common. I found that they tend to cater mostly to older women and to little girls for birthday parties. These businesses also have 2-4 fixed menus for tea service and limited options for casual fare. An eclectic, Victorian-inspired aesthetic is another common thread.
A New Demographic
Looking to existing tea houses, women age 17-50 and men are unserved demographics. I chose to focus on women age 17-30 for Cream & Sugar. This group tends to frequent more fast casual restaurants and prefer coffee shops or shops like Teavana for their hot drinks. To draw this demographic to a teahouse, I thought that making it more similar to a coffee shop where consumers can choose to buy a cup of tea to go or to sit with friends over a pot of tea and pastries in a more casual environment.
Borrowing Strategy
Because coffee shops are popular with this demographic, I looked at what strategies I could borrow for a tea house. Coffee shops tend to have a set drink menu with daily specials. Food ranges from a set menu of light breakfast and lunch fare to a rotating selection of pastries. Because tea is mainly served as is, daily drink specials don't make sense for Cream & Sugar, so a set tea menu was the direction I went. Likewise, a daily assortment of pastries makes the most sense for a more casual tea house. 
A Touch of Tradition
Another business I looked to for strategy is Eclipse Chocolate. Eclipse used to only be open for brunch, but would offer occasional limited seating dinners. Traditionally tea houses offer a prix fixe menu of small sweets and savories along with tea. Borrowing Eclipse's strategy, Cream & Sugar occasionally offers a more traditional tea service outside of normal business hours and around holidays.
Instructor
Sean Bacon
Class
Page Layout
Typefaces
Filson Soft
Lust Script
Elements
Logo
Patterns
Menu
Packaging
Signage

You may also like

4th Wall Theater
Keyframe Magazine
Back to Top