Sunset Editorial: Modestine®
Sunset Editorials are Raine & Rose’s way of sharing projects that we’ve sunsetted. We provide our thoughts, challenges, and reflections in a more interactive and engaging format.
Sunset Editorials give you a tangible look at what your time with us could look like, and, if a client allows, their reflection and comments on our time together. Sunset Editorials serve you by giving you a glimpse into who you're working with and what to expect when you sign onto a project with us!
Image of “Sanctuary” webpage on the Modestine® website, an invitation to create and settle into one’s chosen Sanctuary.
For a few years now, Raine & Rose has had the pleasure of designing and photographing assets for Modestine®, a tea company based in New York.
Image of the “Shop” webpage on the Modestine® website.
We were thrilled to send over a brand and website proposal to catch up with their recent rebranding- no longer would they be tea focused. The rebrand would celebrate wellness in all its forms, from tea-drinking to caring for plants in one’s home and affirmations to repeat in the mirror.
The vision for the brand and website was to welcome women to a cozy place for mindfulness and ritual through all that Modestine® offers.
The process takeaways: Throughout this project, we consistently had to come back to the mission / vision as we took on new parts of the brand identity, the website, the brand’s copy, and the brand assets. Prioritizing mindfulness and wellness for women 35+ became a habit to reinforce the rebrand. It was definitely challenging on some parts to let go of ideas or past content in the effort of aligning the new vision, but we’re very pleased with the ending results and have high expectations for the journey this brand is embarking upon.
Why we made certain decisions: Sometimes rebranding can mean drastic changes, however we actually decided to keep quite a bit of the original branding intact. When the brand design process began we decided to continue using the original logo (in a new color) and brand tagline. It wasn’t so much that tea was leaving the business, but that Modestine® was exploring the world of wellness in which tea is part of.
From Laura (our client): “I felt very excited and confident when talking to you [C and T] about my brand and vision. Highly satisfied. Continued anticipation for more—that’s how I felt each time I received previews from you. I felt confident in my choice to work with you!”
Parting thoughts we have:
C: The strategy has to guide the decisions being made. How we approached and maintained this project heavily relied on the strategy we put in place. There were several ideas and requests that floated around between our client and us, but we continually had to ask ourselves: Does this serve the mission? Does this push wellness to the customers? Does this create a mindful space? So, strategic design, visuals, and copy were truly key to making this project work for the brand.
T: Keeping in mind the heart of the brand, despite tweaks or overhauls to the project, is crucial for effective visual communication. Ensuring that the newly curated brand assets and brand identity wouldn’t be jarring to the brand’s former and current audience, we implemented proper editorials, education for best-use on assets and copy, and applied a thorough strategy from launch to upkeep.
