Tea-ness.

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teavana

I love this logo. I am not a hot tea guy but the marketer in me sees the tea drinking trend and mad growth potential in the US.  Apparently, so does Starbucks who purchased Teavana last year.  For those unfamiliar, Teavana is a retail chain selling various teas and tea-making accessories.

The block letters of the logo and the word itself, do not make the logo perfectly readable.  The name isn’t particularly poetic or easily mispronounced, but the mark before the name is splendid. It’s Eastern, relaxed, friendly and conveys warmth and goodness.

I’m not sure tea is the Facebook to coffee’s MySpace just yet, but keep your eyes peeled.

I’ve spoken with the CEO of a big ready to drink iced tea brand, which is growing quite nicely YOY, about the “tea-ness” in his brand plan and I am waiting for him to step up.  He’s 65% committed, but not all the way there yet.  When he rolls, he’ll whoosh his volume.  Tea’s, hot then cold, are going to be the haps.  Peace!