cuppa, tea house

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© 2011 McKenzie Marston

Book & Cover Design as well as photography

by McKenzie Marston.

Created in the fall of 2012 for Kansas City

Art Institute Graphic Design course, Design

Systems. Taught by Michael Kidwell.

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C U P PA tea house

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– FOR THOSE WHO ENJOY THE COMPANY OF WARM CUP OF TEA –

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HISTORY 10-11

12-21

22-29

30-51

EXPERIENCE

bRANd IdENTITY

TOUCH POINTS

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cup·paA cup of tea: “a good strong cuppa”.

Do you fancy a cuppa?

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TEA HOUSES ARE ESTAbLISHMENTS WHICH PRIMARILY SERVE TEA ANd OTHER LIGHT REFRESHMENTS ANd OFTEN PROVIdE A CENTER OF SOCIAL INTERACTION.

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There are many ideas as to where afternoon tea originated and when.

Afternoon tea, also known as ‘low tea,’ is what most people think of

when they hear ‘high tea.’ It involves things like manners, lace and dainty

foods. It is typically served in the mid-afternoon and it was traditionally

served on low tables, hence its two names. Historically, afternoon tea was

considered to be a ladies’ social occasion, and it is more often enjoyed by

women than men to this day.

The history of the tea house however is said to have began with Thomas

Twining who opened the first known tea room in 1706, which still re-

mains at 216 Strand, London.

The definition of a tea room varies from culture to culture. In the U.K.

tea rooms serve beverages and light meals and are traditional in London

hotels. A tea room is called Salon de thé in France, and pastries and

cakes are also served. In China, a tea house is traditionally similar to

the American cafe, albeit centered around tea. People gather at tea

houses to chat, socialize, and enjoy tea, and young people often meet

at tea houses for dates.

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At CUPPA we value tradition and experience because we have a goal that our customers will always enjoy a refreshing setting while sipping on tea and eating de-lightful sweets in a traditional manner.

THE VISION

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a pasterie, a cuppa, & a friend…

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a pasterie, a cuppa, & a friend…

Dolores Del Rio

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To have the consumer understand the importance of sitting down, conversing with friends, taking time and drinking tea.

THE MISSION

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·Comfort

·Leisure

·Refreshment

·Sophistication

·Tradition

ATTRIbUTES

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OUR ObJECTIVETo have the sophisticated 20-50 year old in the Kansas City community understand the importance of what it means to sit and sip tea at CUPPA while enjoying the company of others.

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bRANdMARK

LOGOTYPE

TAGLINE

The CUPPA brandmark symbolizes the ease of drinking tea. The circular shape is remi-niscent of the tea cup. CUPPA will create an experience for the patron so the circular shape represents the long moments of sitting with another person. The brandmark can only exist in this black and white manor with the white “cuppa” in the center.

The logotype uses Knockout HTF26-Junior-Flyweight. This sans serif is a simple and over-all neutral typeface perfect for a modern tea house. The logotype can function on its own or be used for headers on documents.

The tagline or essence “Fine Place. Fine Tea,” embodies the type of tea house CUPPA is. It is a place where the atmosphere can surround someone with complete comfort and leisure. The tea wil l also be of the finest quality for drinking. This mark can be used in white or black as a detail moment. Located on the back of printed materials, it can not however, exist on the same scale as the brandmark.

development: competive audit, nam-ing, insights, process concepts related to final design…

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CUPPA

C U P PA

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CUPPA CUPPA

C U P PA

White examples seen to the left. The brandmark can be placed on appropriate imagery as well as a black backgrounds.

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CUPPA

C U P PA

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TYPEFACES

Knockout HTF26-JuniorFlyweightA B C D E F G H I J K L M N O P Q R S T U V W X Y Z

1 2 3 4 5 6 7 8 9 ! ? . , ; : + $ % & ^ *

C U P P A this CUPPA not this

Knockout is only to be used in all caps for titles and needs to be visually tracked out.

Bodoni SvtyTwo OS ITC TT, Book

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 ! ? . , ; : + $ % & ^ *

This traditional typeface is a nice contrast to the serif Knockout. This typeface should be used for bodycopy only.

Bodoni SvtyTwo SC ITC TT

a b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 ! ? . , ; : + $ % & ^ *

This typeface is used for sub-headers. No bodycopy shouldbe typed using this typeface.

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COLOR

Pure Black, C70 M50 Y30 K100

Pure White, C0 M0 Y0 K0

Metallic Gold Ink Antique, gold texture

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IMAGERY

PATTERN

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Jack Lemmon

The imagery consists of color images of the tea and atmo-sphere along with vintage black and white photos to show the traditionalism and sophistication of CUPPA. Along with the rest of the brand the pattern consists of the circular shape from the cup. This is also only to be used in the colors of black and white.

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TOUCH POINTS

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cuppateahouse.com

341 Westport RoadKansas City, MO 64110

816.255.8035

cuppateahouse.com


816.255.8035

B A R B A R A N O B L E

816.712.9950

[email protected]

tea house owner

T I M E F O R T E A ?

: ampm : am

pm

cuppateahouse.com


816.255.8035

H A V E A C U P P AW I T H M E ?

tea house

front, actual size

backs

The business cards are an opportunity for interaction between the customers and the staff at CUPPA or between customer to costumer. It is a takeaway for them to keep as a reminder. Two of the cards allow for writing tea times. There are also cards for the tea house itself and for the owner and or manager.

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– THANK YOU FOR SIPPING –

341 Westport Road Kansas City, MO 64110

C U P P A T E A H O U S E . C O M8 1 6 . 2 5 5 . 8 1 8 9

front back

The letter is a personal gesture to be handwritten for clients and customers. The phrase thank you for sipping adds a personal detail of appreciation from the business.

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– THANK YOU FOR SIPPING –

341 Westport Road Kansas City, MO 64110

B I L L Q U A N T I T Y D I S C R I P T I O N / I T E M A M O U N T

T O T A L

C U P P A T E A H O U S E . C O M8 1 6 . 2 5 5 . 8 1 8 9

i n v o i c e

front back

The invoice can be used for orders of tea and purchases being made from CUPPA.

38FINE PLACE

FINE TEA

341 Westport Road Kansas City, MO 64110C U P P A

front

back

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F I N E P L A C E

F I N E T E A

TEA2012

S P R I N G M E N U

black teasEnglish Breakfast

Early Grey (High Grown)

Caramelissimo

Darjeeling Estate

English Breakfast

Hazelnut

Hot Cinnamon Spice

Lavender Black

Lavender Earl Grey

green tea Peachberry Jasimine

Golden Jade

Fresh Lemon Zest

Cherry Rose

Genmaicha

Honey Ginger

Jasmine

Lung Ching Dragonwell

Moroccan Mint

Orange Blosso

white tea Berry Basil

Peach Momotaro

Lavendar

Early Grey

Wild Orange Blossom

White Wedding

dessert teaBerry Chocolate Truffle Oolong

Cacao Mint Black

Toasted Nut Brulee Oolong*contains nuts

Amandine Rose Black

a cuppa

small pot of tea

large pot of tea

2.35

5.00

7.00

*no charge for refills

sweet pastriesClassic Croissant

Victoria Sponge Cake

Battenberg Cake

Chocolate Croissant

Almond Croissant

Chocolate & Almond Croissant

Pain aux Chocolate

Scone

Banana Nutella Brioche

Berries

NewYork Cheesecake

English Tea Scones

Coffeecake

Homemade Sugar Cookie

French Petits Fours (2)

Macaroons (2)

vanilla, coffee, praline, tea, raspberry, lemon, lavendarpistachio, tropical, mint and orange, salted caramel

savory bitesHam & Gruyere Croissant

Smoked Bacon & Egg

Egg & Cheese

Spinach & Feta

Spinach & Artichoke

Tea Sandwich Spinach & Artichoke or Cucumber & Cream Cheese*each sandwich is about the same size as a post-it note

Quiche Forrestiere, Vegetable, or Lorraine: Applewood smoked

bacon, caramelized onion and gruyere

2.30

3.55

3.40

2.75

2.95

3

2.75

2.30

3

3.75

2.75

2.25

2.55

1.35

2.20

3.oo

4

5

4

4

4

2.50

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8.50Cheese PlateAssorted cheeses with toast points

imported english clotted cream

(seasonal) with cream & sugar

EATS2012

S P R I N G M E N U

F I N E P L A C E

F I N E T E A

The menus are small and personal. They give the full selection of what CUPPA offers for drinking and eating.

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full teaFull Tea includes an assortment

macaroons and selected tea pastries.

$16.90 per person

royale teaRoyale Tea includes a Mimosa, or Bellini

in addition to Full Tea.

$19.90 per person

grande tea Grande Royale Tea include a selection of Sparkling Wines, in addition to Full Tea.

$26.90 per person

A 20% service charge will be added to all parties over 5

H I G H T E A2012

S P R I N G M E N U

F I N E P L A C E

F I N E T E A

actual size

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The customer experience…

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The exterior of CUPPA clearly states the business hours and that it is a tea house on the windows using the brandmark.

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The MINI Cooper is a small car perfect with a small cup of tea. The graphics use the brandmark and the pattern.

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www.cuppateahouse.com

menus about locationreservations

341 Westport Road Kansas City, MO 64110 | 816.255.8189


CUPPA Tea House341 Westport Road Kansas City, MO 64110





black teasEnglish Breakfast

Early Grey (High Grown)

Caramelissimo

Darjeeling Estate

English Breakfast

Hazelnut

Hot Cinnamon Spice

Lavender Black

Lavender Earl Grey

green tea Peachberry Jasimine

Golden Jade

Fresh Lemon Zest

Cherry Rose

Genmaicha

Honey Ginger

Jasmine

Lung Ching Dragonwell

Moroccan Mint

Orange Blosso

a cuppa

small pot of tea

large pot of tea

2.35

5.00

7.00

*no charge for refills

TEA2012

S P R I N G M E N U

tea high tea eats


For CUPPA’s website the colors stay consistent by staying with the black and white with the addition of imagery. The website would navigate from reservations, menus, and the location. This is also a place for new patron’s to learn about the history and essence of the brand.

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The iPhone application would be used primarily for customers to make reservations. Just like the web page the application stay minimal with the use of black and white while using the brandmark centered on the screen.

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CUPPA offers a House Blend that would be sold at the tea house. The packaging uses the CUPPA pattern as well as the soft script reading “sip” so the customers get the sense of time and leisure that comes with drinking tea.

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Aprons can be worn by the employees. They offer ease as well as comfort. Another chance to create an experi-ence for the customers as well which can be purchased and taken home by the patrons.

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INTERIOR

sources in order of appearance: yellows.dk, style-files, decouvrirdesign

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the space…

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Earl Gray perhaps ?

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a blueberry scone…

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– thank you for sipping –

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sip

cuppa, tea house

Documents

tea cup

tea houses

afternoon tea

low tea

fine tea

tea rooms

tea wil

high tea