Mad Hatter's Tea Shop - Branding

Project Brief: The Mad Hatter’s Tea Shop, a campy Victorian tea shop based on Lewis Carroll’s Alice in Wonderland, has opened on the upper east side of NY. Glittery glamour is a must and the tourist trade is a key demographic. Servers wear silly tuxedos and long aprons with battered, multicolored top hats. They make an excellent array of scones, and in addition to breakfast, lunch, and high tea, they host catered events, in which they give away fairy dust and wands as party favors.

The tea room at the Victoria and Albert museum, filtered through a “DIY what’s-in-your-dumpster?” New York scrounging aesthetic has played a key role in dining room decoration and should be respected in further design efforts. 

Approach: To create a brand identity that captures the tea shop’s multi-faceted personality, we created a whimsical brand system that incorporates hand-drawn elements reminiscent of Lewis Carroll's original manuscript of Alice in Wonderland and laid them out in a “mad” way. Also, to pay homage to the “curiouser and curiouser” theme of “Alice in Wonderland,” we created interactive deliverables, so that visitors will be able to engage in various experiences and adventures even with the branded materials present at the tea shop.

 
mad-hatters-branding-suite.jpg
 
 interactive placemat for guests dining in

interactive placemat for guests dining in

 scone packaging featuring a die cut smile cheshire cat in the front and a branded mad hatter's "mad hatter" with top hat in back

scone packaging featuring a die cut smile cheshire cat in the front and a branded mad hatter's "mad hatter" with top hat in back

 
 interactive menu experience: at each table, there will be one stereoscope viewer + a set of menu cards. when a viewer looks through the stereoscope, the images on the card will look 3-d

interactive menu experience: at each table, there will be one stereoscope viewer + a set of menu cards. when a viewer looks through the stereoscope, the images on the card will look 3-d

 front & back of high tea menu - stereoscope card

front & back of high tea menu - stereoscope card

 front & back of tea selection menu - stereoscope card

front & back of tea selection menu - stereoscope card

 front & back of breakfast menu - stereoscope card

front & back of breakfast menu - stereoscope card

 front & back of lunch menu - stereoscope card

front & back of lunch menu - stereoscope card

 front & back of kids menu - stereoscope card

front & back of kids menu - stereoscope card

 
 simple menu

simple menu