SUMMARY
Tea Things is a women’s community that’s focused on bringing people together. They intend to create a safe place where people can connect and learn from one another.
Maia worked with Tea Things to redo their brand & website.
YEAR
2023
CONTRIBUTION
BRAND • UI&UX • COPY • WEB DEVELOPMENT • PRINT
TOOLS
FIGMA • SQUARESPACE • CUSTOM CSS • ILLUSTRATOR
Areas of focus
BUSINESS GOALS
Create an authentic, exciting, consistent brand design for digital and physical use.
Refresh brand identity & voice to convey Tea Things’ message easily to its audience.
Redo the website to align with new brand, focusing on better discovery, reputation, and email list growth.
PROBLEMS
There is no pre-existing design, so the brand lacks cohesion, energy, and expression.
It’s unclear what Tea Things’ offerings and values are.
As the message behind the brand lacks clarity, having “tea” in the name is confusing (leading to the brand consistently being mistaken for a tea shop).
Events (their main offering) are not marketed or sold through their website.
Conveying vision
Using storytelling to guide the audience through the brand’s vision & background.
A whole new brand
Conveying playfulness and community through typography, iconography and color.
Results
We saw the following results for customers that came through the redesigned website within the first 3 months post-launch
7.3%
INCREASE IN PAGE VISITS
4.8%
INCREASE IN EMAIL SIGN-UPS
3.5%
INCREASE IN CONVERSION RATE