Curiouser & Curiouser
A Teashop Branding and Concept
Curiouser & Curiouser is a branding and concept for a teashop based on Lewis Caroll’s ‘Alice’s Adventures in Wonderland’. The project is a mix of graphic design, advertising, and packaging with illustrations in a way that is colorful and well...wonderful!
My goal for this project was to create a space that is cozy and relaxed while still uplifting, a place were anyone can drop by, sit down, socialize, grab a book, arrange tea parties, and drink a nice cup of tea.
I wanted the logo to feel funky, colorful, whimsical, and playful as to match the tone of the rest of the teashop and its worldbuilding, thus the wavy letters and to match The logo was sketched out in Procreate, and the brough into Adobe Illustrator in order to vectorize it.
The Logo
Character Designs
ALICE
An outgoing and friendly 14-year-old girl who lives in the town, is known for her eccentricities and active imagination.
She volunteers to help around in at the Curiouser & Curiouser Teashop, she is honestly being freeloaded by The Hatter (who is the owner of the teashop) much to her chagrin. She is very fuzzy about the proper way to have tea parties and is often seen bickering with the other employees and even regular customers
QUEEN OF HEARTS
A regular at the teashop known for her acerbic way of speaking, and how nitpicky she is with her tea and pastries.
Despite deeming herself the ‘local critic’ and often complaining about the teas and pastries served at the Curiouser & Curiouser, she always loyally comes back for an afternoon tea, she loves the teashop but would rather gift one of her prized croquet mallets than admit it.
WHITE RABBIT
A regular at the tea shop always anxious and in a hurry, very perfectionistic, and a bit of a stick in the mud.
He always tries to be responsible and punctual. He always comes to the teashop at 8:00 a.m. on the dot to have his daily chamomile tea (to-go with a spoonful of honey and a scone of the side) to calm his nerves and start his day and leaves 10 minutes later on the dot when his trusty watch alarms him.
Teashop Exterior
Teashop Menu
Promotional Posters
The Packaging
Similar to the menu, I wanted the packaging to feel colorful, mismatched, and playful.
Each package is also personalized to a certain character in the story, such as the Queen of Hearts and Rosebud Tea, and with that in mind the packages have recognizable items or symbols associated with them.
The English Breakfast Tea
Alice’s Signature Tea Blend, a brisk and bold Black Tea with Honey and Blueberries to energize and kickstart your every morning and brighten your whole day!
The Queen’s Rosebud Tea
The Queen of Heart’s signature tea blend, a sweet and tart blend composed of Rose Petals, Apple, Vanilla, and Honey, enough to sweeten up and calm down your most difficult customers!