Founded by an enterprising woman in a family environment and with a history of women who survived from the production of different crops, this brand was born to become a benchmark for tea lovers and for its visitors who seek an unforgettable experience within a venue who breathes tea Paca is a 50-year-old woman who has a plantation integrated into a family environment, a 100% sustainable and environmentally friendly glass greenhouse that produces hot tea. When looking at her direct competition with notable tea companies and simpler brands that currently offer innovative or trending products like matcha, chai or instant cold drinks. Paca warned us:
``This place where we are is not a greenhouse, it is a giant glass cup. The tea breathes in all its dimensions, I only modify the size and I give you a part of this place´´
The fundamental values that define Paca and her family are authentic, memorable people and with a consideration for the concept of environment and the concept of time. The target market that accompanies the objectives of this branding redesign proposal is a type of customer who is a follower of the tea industry, tourists or simply customers who want to experience a different way of drinking tea while enjoying healthy acoustics and an environment where you can visit a whole collection of tea plant cultivation.
The creation of this branding proposal is based on its main differentiator, the combination of temporary space and infusion as an antidote to enjoy a unique moment. This manifesto with a balanced tone of voice and with presence (in the Paca style) is found in the opening and closing of the parenthesis, the orthographic sign used in which we indirectly create a temporary space and establish a verbal pause. This sign also helps to relate the sign to the concept of a family garden with history within it.
MADE Bon Voyage is the typography that represents the brand. Its vertical scale and tracking have been the main aspects in its modification to balance the union between parentheses and characters. It is also important to highlight the choice of this typeface for the body of the parenthesis, relating the integration of its curves with the handle of a cup. It is combined with the Gill Sans sans-serif typeface to establish a balanced hierarchy in the editorial aspect.
The choice and combination of its color guide was extracted from the natural and artificial light used during the photography creation process of the products that define the Paca Garden brand. These main colors are Kale green and different shades of white and gray that refer to the humidity that we can find inside a greenhouse and the steam produced by the temperature of hot tea.
