Revel

Yes, to describe the company, possibly “tea” or “tea company" - see below

We are creating a new tea brand that sells high-quality, whole leaf tea. The product will be steeped and served in finer cafes and restaurants as a beverage offering. In addition, we will likely create a bottled version and/or packaged less loose tea for consumers to steep at home. The initial assortment focus will be Iced Tea; however, we want this brand to be able to extend into Hot Tea as well. Additionally, we are looking at carbonated iced tea and other variations. So this brand logo will need to extend nicely across this variety of formats.

We want the brand logo to be a wonderful juxtaposition of nostalgia and modern. I am attaching examples of brands that achieve this. It should be optimistic, edgy, and potentially colorful, but still communicate that it is a serious tea brand with high-quality whole leaf teas. The logo should reinforce the refreshing and fresh, “real food” nature of the product. It should be appetizing and thirst quenching as an Iced Tea brand, but we must be able to extend it to Hot Teas.

The logo will be at the center of our brand identity. In addition to being able to work well on restaurant menu boards, etc., it will need to work well on bottled beverages, pre-packaged bags/boxes of tea, and disposable to-go cups from restaurant and cafes.

We want the word "tea" (or "tea company") incorporated into the logo. We are interested in seeing variations as to how prominently (eg. weighted same as Revel) or subtly (eg. much smaller font than Revel) "tea" is weighted.

We are targeting customers that fall within a broad range. This consumer may skew slightly female, but the design must not alienate males. This product will appeal to teenagers through baby boomers, but our sweet spot is likely 25 to 40 years old. Our consumers tend to be urban and willing to pay a reasonable premium for a well-crafted healthy drink.

Our channel customers are cafes and nicer, but not too stuffy, restaurants. We also have retail distribution at Whole Foods and local gourmet grocers (For grocery customers, the brand must stand out on the shelf, while still feeling like it belongs n the tea category. The brand must fit with the overarching brand feel of our channel customers. Some of our key café and restaurant customers are:
• Flour (https://flourbakery.com/)
• Ken Oringer’s Restaurants like Toro and Little Donkey (http://kenoringer.com/)
• Davios (http://davios.com/)
• Quebrada (http://quebradabakingco.com/)
• Gulu Café (http://www.gulugulucafe.com/)