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Case studyBranding

IdentityColourPackaging

Tea and takeaway

Abooz

Opening frame of the Abooz brand film

Abooz brand film. Motion film made from the original Abooz identity boards and brand applications.

Overview

An identity for Abooz Tea: a lowercase wordmark where the double "o" is picked out in orange, with "tea" set vertically beside it, on a dark green field.

The presentation applies it to coffee cups, a paper bag, a burger box, a cold-drink cup and a cap.

BriefA tea identity needs to read quickly on a cup, then stay recognisable across the rest of a takeaway order. The design task is to find a simple feature in the name that can hold those applications together.

Services

Scope

  • Wordmark
  • Colour
  • Packaging and merchandise applications
A person seen from the chest down on a dusk pavement swinging a dark green Abooz tea paper bag with white rope handles.
Green bag at duskThe Abooz identity in a lifestyle photograph of a paper bag carried on a dusk pavement.

How to read this deck

The deck pairs the client’s original presentation boards with new application scenes that show the identity in use.

Some of the older boards have been redrawn. Each one sits where the original stood, with the real original design in its corner and a View original button to open it in full.

Chapter 01

How the logo was formed

The Abooz Tea logo shown large on a pale paper ground with thin construction lines, circles, a modular grid and a clear-space frame built from a unit x.
Logo constructionConstruction study of the Abooz Tea logo, showing its geometry and clear space.

Chapter 03

Logo variations

Abooz: Monochrome versions
Monochrome versionsBlack on white and white on black.
The double o from the Abooz Tea wordmark in orange, enlarged and cropped off the edge of a sage green field.
Double o on sageThe Abooz Tea identity showing the double o of the wordmark enlarged on sage green.

Chapter 04

Colour

  • Accent#F7941D
  • Surface#1D2808
  • Ink#FFFFFF

Colours sampled from the original identity boards.

Four vertical panels in dark green, orange, sage and white, each carrying the Abooz Tea logo in the version that reads on that colour.
Logo on colourThe Abooz Tea identity as the logo on four colour panels: dark green, orange, sage and white.
Painted patches of deep green, bright orange, sage and white on a clean plaster wall with paper stock swatches taped beside them and a brush on a paint tin.
Green and orange in materialsThe Abooz identity: the brand deep green, bright orange, sage and white as painted patches and paper stock.
A white print-studio table with dark green linen offcuts, orange and green proof sheets, a fanned colour guide and a green Abooz Tea paper cup with an orange lid.
Print proofs and colour guideThe Abooz identity: green fabric and printed proofs with a colour guide on a print-studio table.

Chapter 05

Pattern and graphic elements

A pattern built from the Abooz Tea logo parts: orange double o pairs, the small lid mark and tea leaves on dark green, with a round cream badge holding the logo.
PatternThe Abooz Tea identity as a brand pattern built from the double o, the lid mark and tea leaves, since the original boards show no pattern board.
A parcel wrapped in dark green paper printed with the orange oo and leaf Abooz pattern, sealed with a round orange sticker, on an oak counter with a hand resting on it.
Pattern on wrapping paperThe Abooz identity: the oo and leaf pattern as wrapping paper around a parcel.
A cotton tote printed with the orange oo and leaf Abooz pattern on deep green hanging from a brass hook on a clean plaster wall.
Pattern on a printed toteThe Abooz identity: the oo and leaf pattern printed on a cotton tote hanging on a wall hook.

Chapter 06

Packaging

From hot drinks to food

The same wordmark works on a hot cup, a paper bag, a burger box, a clear cold-drink cup and a cap, so the menu reads as one brand.

A dark green Abooz Tea cup with an orange lid and a dark green paper bag on a white marble cafe counter.
Abooz: Cup and bag mockups
Cup and bag mockupsA dark green cup with an orange lid, and a dark green paper bag.
Cup and shopping bagThe Abooz Tea identity on a paper cup and a shopping bag on a cafe counter.
The Abooz Tea range on pale sage linen: a green hot cup with an orange sleeve, a green paper bag, a closed box and a cap, with mint and orange slices on a small plate.
Packaging rangeThe Abooz Tea identity across cups, bag, burger box and cap.
A dark green Abooz Tea burger box beside a burger on a sage green table.
Abooz: Burger box mockup
Burger box mockupA dark green burger box beside a burger.
Burger boxThe Abooz Tea identity, remastered from the original board of burger box, as a photograph of the burger box beside a burger.
Abooz: Abooz Tea cup and bag application
Abooz Tea cup and bag applicationThe Abooz Tea identity on takeaway packaging.
An iced tea in a clear Abooz Tea cup on an outdoor table beside a dark green cap.
Abooz: Cold cup and cap mockups
Cold cup and cap mockupsA clear cup with the wordmark, and a dark green cap.
Cold cup and capThe Abooz Tea identity, remastered from the original board of cold cup and cap, as a photograph of a cold cup and a cap on an outdoor table.

Chapter 07

Stationery

A top-down stationery set on sage linen: dark green and orange business cards, a letterhead, an envelope, a compliment slip, fresh mint, a tea bowl and a brass pen.
StationeryThe Abooz Tea identity on business cards, letterhead and envelope.
An orange Abooz Tea business card held over a dark green card on a walnut desk, with mint and a glass of tea beside them.
Business cards on a deskThe Abooz identity: two business cards on a walnut desk.
A white letterhead with a small Abooz Tea wordmark and a dark green envelope with the orange wordmark on a clean walnut desk with a pen and a tea glass.
Letterhead and envelopeThe Abooz identity on a letterhead and a dark green envelope on a clean office desk.

Chapter 08

Digital

A hand holding a phone against sage green, showing an Abooz Tea Instagram grid of green and orange logo tiles, iced tea, a teapot, mint, tea leaves and a cup.
Instagram gridThe Abooz Tea identity as an Instagram profile grid on a phone.
A hand holding a phone over a cafe table showing a Abooz Tea story frame: deep green with the white and orange wordmark and a band of the green and orange oo pattern.
Story frame on a phoneThe Abooz identity: a single story frame on a phone over a cafe table.
A laptop on a tidy oak desk showing an Abooz Tea social profile of green and orange tiles, beside a green cup.
Profile open on a laptopThe Abooz identity: the brand profile open on a laptop on a studio desk.

Chapter 09

The brand in the world

A new deep green Abooz Tea trailer with an orange awning at golden hour beside a tidy desert park, with the orange and white abooz wordmark on its side and green cups, a bag and an iced tea on the hatch.
Abooz tea trailer at golden hourThe Abooz Tea identity on a service trailer, cups, a bag and a cap.
A hand holds a clear iced tea cup with the abooz wordmark and orange leaf marks, with a green paper bag and a green cap on a sunlit terrace table behind.
Abooz iced tea in handThe Abooz Tea identity on an iced tea cup, a bag and a cap.
A green wall with the abooz wordmark as a softly lit orange and white sign above a light oak tea counter with a glass teapot, glasses of tea, a green cup and a brass kettle.
Abooz tea bar in the eveningThe Abooz Tea identity as a lit wall sign above a tea counter, with a branded cup.
A deep green Abooz paper cup with an orange lid and a sleeve printed with the abooz wordmark, lying beside fresh mint leaves on sage linen.
Abooz cup sleeve and mintThe Abooz Tea identity on a paper cup and cup sleeve.

Chapter 10

In people’s hands

  • Two hands holding a dark green Abooz cup with an orange lid and steam rising, seen from the chest down.
    Cup with an orange lidThe Abooz identity in a lifestyle photograph of two hands around a steaming cup at dusk.
  • A person seen from the chest down at a steel counter opening a dark green Abooz burger box beside a green cup.
    Burger box at the counterThe Abooz identity in a lifestyle photograph of a burger box opened at a diner counter.
  • A person seen from the chest down holding a dark green Abooz cap in one hand and a green cup with an orange lid in the other.
    Cap and cupThe Abooz identity in a lifestyle photograph of a cap and cup held on a dusk street.
  • Two dark green Abooz cups with orange lids and a glass of amber tea on a rattan tray over a sisal mat on a sunlit terrace.
    Tray on a sisal matThe Abooz identity in a lifestyle photograph of cups and a glass of tea on a rattan tray.
  • A dark green Abooz paper bag and a green cup with an orange lid on a beige car seat at dusk.
    Bag and cup on the seatThe Abooz identity in a lifestyle photograph of a bag and cup on a car seat.

Chapter 11

Campaign

A backlit bus shelter poster in deep green with the Abooz Tea wordmark on a clean Al Barsha roadside at golden hour, with a bench and a passing car.
Bus shelter poster, Al BarshaThe Abooz identity: a deep green backlit bus shelter poster in Al Barsha.
A neat stack of orange Abooz Tea flyers on a pale stone cafe counter beside a dark green paper cup with an orange lid.
Flyers on a cafe counterThe Abooz identity: a small stack of printed flyers beside a cup on a cafe counter.
Three backlit street posters on a clean Dubai promenade at blue hour: the Abooz Tea logo on dark green, on orange, and an iced tea with orange slices on green.
Street postersThe Abooz Tea identity on three backlit street posters at blue hour.

About this deck

What we built

A dark-green identity with an orange double-o detail, a vertical tea descriptor and applications for drink cups, a bag, a box and a cap.

About the originals

The original boards are from Abcon’s original project presentation and include application mockups.

What does your brand need next?

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