Branding

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Brand Identity

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Designer

A teapot pouring tea into a glass cup on a saucer, with the text 'ECHO' and a logo featuring a leaf and Wi-Fi signal icon superimposed on the image.

OVERVIEW

Echo is a dual-concept space where loose-leaf tea culture meets the tactile ritual of vinyl records. The name was chosen deliberately. Sound reverberates. Flavor lingers. Analog experiences stay with you long after you leave. Echo is not a café that happens to sell records or a record shop that happens to serve tea. It is one intentional experience built around slowing down, listening closely, and choosing something by hand.

A circular sign with green target-like design on a wall with red tiles. Part of a modern building with large windows and plants nearby.
Wooden chair with metal legs and a green tote bag featuring an image of a cinnamon roll, situated near a green tiled wall and black tables in a restaurant or cafe.
Various tea packets on a wooden board with tea labels, including Earl Grey and Chamomile.
Various tea packets on a wooden board with tea labels, including Earl Grey and Chamomile.
Two green packaged food items with the words "Echo" and phrases "Have a sip. Take a bite." printed on them, placed on a light-colored surface.
Two green packaged food items with the words "Echo" and phrases "Have a sip. Take a bite." printed on them, placed on a light-colored surface.

TYPOGRAPHY

Oh No Softie brings warmth and approachability to the brand's headlines, its rounded forms echoing the organic nature of tea leaves and the softness of an afternoon spent listening. Space Grotesk grounds the system with clarity and precision, used across body text and supporting information. Together they create a voice that feels both inviting and considered.

Image of a green background with white text showing the alphabet in both uppercase and lowercase letters, titled 'Oh No Softie'.
Image of a green background with white text showing the alphabet in both uppercase and lowercase letters, titled 'Oh No Softie'.
Sample alphabet font sheet titled 'Space Grotesk' displaying uppercase and lowercase letters from A to Z in a greenish-brown color on a white background with a dotted pattern.
Sample alphabet font sheet titled 'Space Grotesk' displaying uppercase and lowercase letters from A to Z in a greenish-brown color on a white background with a dotted pattern.

COLOR PALETTE + ASSETS

The names are an invitation into the brand's sensibility. Every tone was chosen to feel organic, unhurried, and deeply rooted in the natural world that both tea and music ask you to slow down and appreciate while also focusing on keeping the experience fun and relaxing.

Four abstract shapes in different shades of green and brown, labeled as Chamomile, Oolong, Lemongrass, and Match-Ah, each with their respective hex color codes.
Four abstract shapes in different shades of green and brown, labeled as Chamomile, Oolong, Lemongrass, and Match-Ah, each with their respective hex color codes.
Design featuring three wax stamps with the word echo and a leaf motif, and a stylized leaf with the word echo in green and brown tones.
Design featuring three wax stamps with the word echo and a leaf motif, and a stylized leaf with the word echo in green and brown tones.
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