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MOOD BOARD
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COMPETITIVE
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CREATIVE BRIEF Background
Key benefit
Fortnum&Mason is located in London since 1707 and it is very famous tea shop in England. One of their services in the Piccadilly store is called the diamond jubilee tea salon. Basically, tea salon serves high end afternoon tea. The main goal for this project is illustrating an visual information of the tea menu. Fortnum&Mason have various tea menu in certain categories and it is very hard to understand for most of people at the first time because there is no visualized explanation and mainly text heavy contents in the menu. This illustration will be given a handful information in quick and easy way
Visual illustration can help customers to choose the
Client
tea menu in short time. Provide more detailed information than the previou menu.
Objectives To provide visual illustration of the tea menu to help the customers understand easily To provide different color of brew tea to sort types of the tea To unify the design using by branding color and theme
Obstacles
Fortnum&Mason
Create tasteful illustration and unified look and feel of
Target audience Customer/potential customer at the diamond jubilee tea salon.
the branding. Sorting various tea types, colors, and tastes and illustrate that information to understand easier.
Tone
Media
Royal, Elegant, Special, Tasty, Bright.
Print Brochure and Web Menu.
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style guide Colors
Fonts Trajan Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Mural Script
#80715D
#84C7B9
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 #BBE2DD
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SKETCHES
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process Tea Cups
Black Teas
Oolong Teas
Green Teas
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White Teas
process Strawberry
Apple
Papermint
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FINAL Front
Back Tea has been a mainstay of our business since 1707 and remains close to the hearts, and caddies, of our customers. Our range includes more than 100 blends, all exclusive to Fortnum’s, made with leaves sourced from the finest estates from China to Ceylon.
Single Estate Teas
Black Teas
Oolong Teas
Green Teas
White Teas
Flavoured Teas
Strawberry Black Tea
Lemon Black Tea
Jasmine Green Tea
Apple Green Tea
Herbal Teas
Camomile
Peppermint
Fennel Infusion
Nettle
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