Maddhatter's Tea House and Cafe is a breakfast, lunch, and brunch shop in San Antonio Texas. It is known for its fantastic tea, rich culture, and homey feel. In my re-branding, I opted for a logo that felt friendly and familiar. The logo captures the fun and quirky nature of the regulars and the cafe. I chose a distinct color palette that would add a playful and upbeat element to the brand. It was important that the brand felt approachable and worth being a part of.
![](https://cdn.myportfolio.com/c93cda8c-2660-46fe-ab79-36e00aa25f69/6e31ab3d-9fc3-4135-8083-2f34853dff31_rw_1920.png?h=0301515123dee32eba6a977dbe208171)
![](https://cdn.myportfolio.com/c93cda8c-2660-46fe-ab79-36e00aa25f69/aa59fa35-c5d7-4902-951b-a184d144e88e_rw_3840.png?h=637886974b878099bb2de8131579eebc)
![](https://cdn.myportfolio.com/c93cda8c-2660-46fe-ab79-36e00aa25f69/99c8e547-f002-4020-8cc3-d602cb23904d_rw_3840.png?h=dcd07c4f3b2b010af6b8a3ea55485fce)
![](https://cdn.myportfolio.com/c93cda8c-2660-46fe-ab79-36e00aa25f69/b7cba9bf-5e0f-48b9-9b61-fe27c5426e84_rw_3840.png?h=17d58ed9e46a0208a2f5fca25f9e4b7e)
![](https://cdn.myportfolio.com/c93cda8c-2660-46fe-ab79-36e00aa25f69/877baaa1-6c76-4527-a59f-28a1fb21371e_rw_1920.png?h=180c3a3115acdfd76ee9d49d8512a5eb)
![](https://cdn.myportfolio.com/c93cda8c-2660-46fe-ab79-36e00aa25f69/e42a6400-7d8d-4e68-a689-d4fa559123bb_rw_1920.png?h=920cf6e8dd488108245e3a3bad8d9b02)
Process work
Logo sketches exploring the connection between Maddhatter's aesthetic and tea. Throughout the sketching phase, I was heavily inspired by Alice and Wonderland.
![](https://cdn.myportfolio.com/c93cda8c-2660-46fe-ab79-36e00aa25f69/57cc2c69-f6a1-4555-9ba6-4b2374522e84_rw_3840.png?h=07468a2379f04c6955a54f95d3688ca0)
![](https://cdn.myportfolio.com/c93cda8c-2660-46fe-ab79-36e00aa25f69/18250f7f-d804-4759-bc02-31fcc19e3254_rw_3840.png?h=808340ebd9774c711d015de6d126718f)
![](https://cdn.myportfolio.com/c93cda8c-2660-46fe-ab79-36e00aa25f69/a4ba7210-bdd8-4e41-bd92-4979c9f5f34b_rw_3840.png?h=9ee0c06ade4612a30fe08257b0afc4ad)