Concept and design a new brand of tea packaging specifically geared towards affluent(ish), urban, health-conscious men. Create a new name for the brand and a distinctive brand expression for the box.

Given the simplicity, in the logo, I knew that the colors would have to match. Sticking to solid color theme the brand only has three major colors to pick from. I wanted the colors to stick out amongst the regular teas so I needed something bright with a contrasting color to follow. That's when Reef Green and Blimey Blue come about. Reef Green is the main color for the company but Sailing White will help support text and contrast on designs.

The logo quickly became the most important piece as it had to represent the pirate theme and it has to fit in with the tea market. The logo would also be the starting point for the rest of the brand; clean, simple, straightforward. That's when the idea of the skull came to mind since skulls are often connected to pirates. I wanted the skull to be very simple and to the point so I decided on a single stroke logo with the brand name inside of the object. That's when the eye patch came in to reinforce the pirate theme as well as create a perfect spot for the name. The type needed to be bold but also have a flair to allow it to stand on its own.

I knew I wanted a name that would sit well with a young demographic, trying to strike more on the male side of the market. I had to come up with something original and catchy so it would easily be remembered. 

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