Sanctuary Tea: For this tea lounge in downtown Manhattan, TRUF designed the identity around the idea of “sanctuary”, a place of refuge from a bustling and dirty metropolis. The design needed to be clean and simple. The hanging tea bag logo and square motif is versatile enough to adapt to any communication. The system is color-coded with each tea flavor being assigned its own color, and the T in the center of the square changes to the first initial of the tea, giving each flavor its own personality within the system. From its clean lines to its friendly colors, this award-winning brand identity is the essence of simplicity and relaxation.