Today, I was invited over to my friend Yannin’s house for lunch. We had chicken and rice, carrot soup, and date bars and cookies for desert. Afterward, she brewed me a cup of tea with two teabags in it. One of those teabags contained this logo on it.
The Yogi tea logo is straightforward and simple. Slightly odd font, almost like script text, and an off-white color filling in the text. The shape behind the text is also slightly odd and the color is a blue (?, I’m colorblind…) that gets darker as it gets closer to the edges. Overall, I believe that this logo communicates, “Hey, we’re a unique tea but we’re also a safe tea.” It doesn’t necessarily stand out but it also doesn’t necessarily blend in.
Yogi’s competitors, Earl Grey, Tazo, and Teavana have fairly similar logos. They all use their company name in their logo and are unique. Early Grey seems to appeal to an older, more sophisticated tea drinker. Tazo and Teavana seem like they are targeting millennials due to their uniqueness and sleekness. Actually, I would say that all of these logos have a similar theme and that is found in their text. Each logo has capitalized, block text. Apart from the text, the logos are fairly individual. I believe that these logos try to appeal to the authentic tea drinker while also appealing to the hipster (almost wannabe) tea drinker.
How does Yogi tea’s logo compare to these competitors? I think, quite well actually! Yogi breaks the common theme of capitalized, block text among tea brands, which will immediately catch the consumer’s eye if they are scanning a shelf in the grocery store. Yogi’s text is similar to Tazo’s in that it is unique text. And Yogi’s is similar to Earl Grey with the shape in the background. I think that this means that Yogi is attempting to retain the sophisticated tea market while also reaching out to the upcoming millennial tea market. Overall, I think that Yogi differentiates themselves well.
I believe that the target market for Yogi tea is the 25-54 year old white, educated male with a moderate income. This person wants a good tea but they don’t want to break the bank purchasing it. They also don’t want to waste their time staring at all of the text on their tea box (like, with Earl Grey). They simply want to scan the grocery shelf and find a reliable brand that they can trust. That is why Yogi tea doesn’t waste space with anything unnecessary on their boxes. Simple text. Simple colors. Simple message.
Does It Work?
This leads me to the question, “Does Yogi tea’s logo work for them?” I think that I can answer with an emphatic, “Yes!” Yogi tea’s logo is simple and reliable and I believe that that is exactly what their target market is looking for in a tea (heck, I want to buy some right now). Their logo not only resonates with their target market but it also does a good job at differentiating themselves from other tea brands. Yogi tea’s logo is exemplary.