90Degrees is a boutique tea business based on the Gold Coast, specialising in organic black tea blends in both traditional and new flavours. We were approached by the owner who wanted a complete re-brand – including name and logo – as she wanted to better appeal to their target market and be taken seriously, Australia wide. Not wanting to sit in the oversaturated earthy “hippy” tea space, the owner was looking to reach a higher-end market who appreciate the finer things in life and want to tea to genuinely taste good rather than just “be good for you”.
We wanted to come up with a name that was simple, powerful and easy to remember. It was decided unanimously that we lock in “90Degrees” as this is the (approximate) ideal temperature for brewing black tea, therefore giving the name additional meaning. While there were many logo mock-ups that could have worked, the final choice was one that reflected the lifestyle of the target market, while sitting perfectly on a square tea label and being easy to read from a distance (important in restaurants and cafes). We chose a colour that works equally well as matte or foil (rose gold) and is on trend, but also timeless, imparting a feeling of calm and poise, while literally representing love.
We’re happy to report that 90Degrees is as thrilled with the finished product as we are – because while we shouldn’t play favourites, we’re pretty fond of this brand identity! Here’s what Danielle, 90Degrees’ founder had to say about her experience with us: “I was lucky enough to hear about Revenge Creative from a close friend of mine. After speaking with a few marketing companies and feeling extremely deflated after our meetings, I was so grateful he mentioned Revenge! Right from our first meeting, I felt that we clicked and that they 100% understood what I wanted from my new brand. They were both full of energy and it was clear that they love what they do and that this was a perfect fit for my business. Kat was an absolute gem dealing with my painful personality and constant questions and Davide’s artwork was absolutely beautiful. I could not be happier with my new business name, logo and artwork and could not have done it without them!”
