HOMEMADE
GOODNESS
brand identity
who
thé is a homemade iced tea brand launched in 2024, offering small-batch blends made with real ingredients. Rooted in freshness, simplicity, and everyday indulgence, thé was designed for those who want to savour a moment.
The brand lives at the intersection of flavour, comfort, and design. It brings a refined yet playful presence to the iced tea category, with a tone and aesthetic that feel personal, premium, and full of care.
the brief
The founder approached us looking for a complete brand identity that would feel premium but not distant, and playful without being childish.
They wanted thé to feel handmade and warm, but still polished enough to stand out in a competitive beverage space. The goal was to create something that looked as good as it tasted, inviting, fresh, and thoughtfully crafted.
the solution
The branding for thé is grounded in the idea of everyday luxury. From the soft logo curves to the sunlit colour palette, every element is designed to reflect the comfort and craftsmanship behind each bottle.
The logotype is a refined serif wordmark, customised to highlight the brand’s homemade character. The slanted ‘h’ and subtle connection between the letters evoke a sense of care and individuality, while the use of lowercase keeps the tone personal and approachable.
The colour palette draws from the vibrant, natural hues of iced tea — warm yellows, leafy greens, and sun-kissed tones that feel honest and uplifting. Paired with imagery of fresh ingredients and hand-drawn illustrations, the brand leans into its artisanal roots without ever feeling overly commercial.
Packaging features handcrafted linework and tactile elements that bring out thé’s small-batch essence. Together, the visual identity forms a cohesive, sensory experience that’s designed to be slowly savoured, just like the product itself.
Photography by thé team
