Brand Strategy, Brand Language, Logo, Visual Identity, Packaging, Brand World, Website
Brand creation for specialist D2C tea and teaware brand, Dayside.
“The new Dayside brand brings a new relaxed, modern positivity to the world of tea with a brand identity ready to thrive in D2C and equipped for a future in retail.”
Sip on the sunny side
Dayside is a specialist D2C tea and teaware brand, launched in the UK by three co-founders, including Popp Studio’s owners. The trio are longtime drinkers of Jasmine Dragon Pearls, a Chinese green tea infused with Jasmine.
Its beautiful aroma, smooth taste and health benefits inspired their vision of launching a tea lifestyle brand where great loose-leaf tea, great value and great design infuse with their customer’s lives every day.
That’s not my tempo!
As a startup, Dayside needs to keep quality standards high and maximise packaging sustainability while reducing complexity and carefully managing costs.
Within these constraints, we have created a full brand expression for Dayside that brings a new relaxed, modern positivity to the world of tea. The trick was finding the right tempo, balancing simplicity with craft, vigour with calm, and modernity with heritage, all without straying into the old world of tea.
Embracing every dayside
Aimed at busy Brits trying to balance work, play and chill time by helping them push pause, play or power through each day, our strategy is rooted in the idea “Embracing every dayside”.
The name means the side of a planet in sunlight, facing its star. This is a simple, powerful and positive metaphor for everyday life: embracing the day, looking after yourself for tomorrow, and enjoying the sunshine when you can.
Bloom inside out
The teas are grown in the lush climate of China’s Yellow Mountain, the heart of the green tea region and the logo at the heart of the identity reflects this and the modern attitude.
Slab serif typography arches over the sun of a new day, which rises from behind Yellow Mountain peaks formed by the sun’s rays.
On packaging, sunshine hits a simple white carton as a golden ray running around its sides.
Variant colours create a calm yet upbeat palette that stands out on digital devices and café shelves alike.
As a new, laid-back tea brand, the logo and wider identity deliberately reject traditional tea cues, instead using typography and other detailing to feel crafted and considered.
The playful and vibrant voice includes the lines “tea for brewing and doing”, “sip on the sunny side”, “drink your greens” peppering the brand story and touchpoints, and the strapline, “bloom inside out” summing up the benefits of that balanced life and days punctuated by a delicious cup of tea.
The idea at the heart of Dayside’s brand identity really comes to life in the brand world, with rays of sunlight in photography creating a distinctive aesthetic, and vibrant yellow and lush teal flooding every touchpoint.
The idea at the heart of Dayside’s brand identity really comes to life in the brand world, with rays of sunlight in photography creating a distinctive aesthetic, and vibrant yellow and lush teal flooding every touchpoint.
Digital touchpoints create a rich world where the language and visual assets combine to create a varied, engaging aesthetic.
The launch range features five variants alongside a curated set of stylish, simple teaware for an easy, flexible and enjoyable drinking experience.
The packaging system has been deliberately designed for flexibility and cost effectiveness, with the generic, two-colour carton providing economies of scale, and two-colour, perforated labels providing variant navigation and a seal on the closure. Wherever possible, packaging is made from recyclable materials and there is no plastic used in any tea packaging.
The e-commerce website has been built to scale with business alongside launch social media and digital marketing campaigns.
Shining now, and ready to grow
“Creating the Dayside brand identity and packaging designs was not only a labour of love, but a real design and business challenge. We have maximised packaging sustainability while reducing complexity, carefully managing cost, and maintaining high quality standards. Within these constraints, the Dayside brand brings a new relaxed, modern positivity to the world of tea with a brand identity ready to thrive in D2C and equipped for a future in retail.”
Poppy Stedman, Creative Director and Co-Founder
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