- What up people, if you don't know, I'm making a Tea Company. And I'm doing it because (beep) I love tea, also really credit with a helping turn my life around. I'm making this series to show you my whole process but also structuring in a way so the next couple episodes, you can learn what it would take to start your own business. See what this tastes like guys. Of course our experiences won't be the same, but I'm hoping that you can learn through my triumphs and by many failures.
(mumbling) but no idea. I for sure had advantages, but I hope what I'm doing anyone can learn from. What is my Ikigai? Who do I want to be? And as I'm doing this as this $500 challenge, I wanna show you what it realistically takes. Hey Maggie, today's episode is all about branding. In theory, I'm one month away from launch and I need a logo, I still somehow need a name, I need identity for my team.
Let's get into it. (piano upbeat music) That is the Kudos Wall behind you (mumbling). - Oh, thank you. My name is Joy Cho, I'm the founder and creative director, I'm Oh Joy, which is a lifestyle brand that's been around for almost 15 years, which is so crazy. To me a brand is this, is traditional things like a logo, and what your font looks like.
It's also the aesthetic, it's the feeling, it's the voice... - (mumbling) my face. - (laughing). - Think about in the future. If someday, somebody could say that that feels, so try guys, then you know that your branding has worked. - Okay, first things first.
We are three episodes into this, I need a name. - Good to see you, how's business? - Honestly, the most stressful thing is that I'm making these videos at the same time. If I wasn't doing that this would be way easier. What is a trademark? - It Identifies a business, and avoids confusion in the marketplace. Registering your trademark with the government. But you don't have to, actually. And if you start doing business and you put out your product, and you have a name, and you have a logo, you have a trademark.
- Every name I can think of has a problem with it. leaf water, taken. all the tea puns, Clara tea, whatever tea, taken. A happy sips, so cute, they're 50 different happy, something teas out there. - Your name needs to be unique, and googleable, and memorable. I was told there's a reason that Starbucks, and Microsoft, and Adidas are better names than say coffee bean, and tea leaf.
And it's because is wholly unique. - That's the important thing about brand. It's where your product or service lies in the hearts of your customers. It should make them feel a certain way and it should be distinct from every other company, that they might buy from. - I know that a lot of you really want me to name it Korndidtea. I just think it's hard to say, Korndidtea like, (mumbling). Maybe that's my problem.
I just can't pronounce it. I want it to mean something to us, but I also want anyone to be able to pick it up and be like, that sounds cool. - I wanted something that could reach more people. - A good name is something that is easy to read, and easy to say. That's first and foremost. Oh Joy, being the name of my company, and honestly is not my favorite phrase at all. It's a little bit more cutesy than I would love, but if it works, you don't really forget it.
- I got so many awesome creative name suggestions from your comments. So, thank you. But more importantly your suggestions showed me what elements my company name should have. - So I put together just a bunch of words on index cards. First I got words related to tea. Kettle, leaf, sip, pot. Then I have some words related to me. Some nicknames, once I like, once I don't like. Words related to what I want the tea to make people feel, happy, calming, soothing, I just want a tea that makes people smile.
So, then from there, my goal is to create a compound word, can I put these together to make something that's never been made before. Spark pot, that sounds like a drug company. Korn flower, Korn bud, is that the food, is that the bud, either way it's not appetizing. Stinspire, no, I feel like I'm like getting into really weird words that don't actually mean anything. So, I'm just returning to my name, Zachary Andrew Kornfeld.
Zach Andrew Kornfeld, the Korn sound is pretty cool. Few people know Andrew as my middle name, and that means nothing. So, Zach, Korndiddy, Kornfeld, Zach, diddy, Kornfeld, I wonder if I just take a sound from each of them. Zach, diddy, Kornfeld, Zach, diddy, Korn, Zadiko. Zadiko Tea Co.
I have a name, so I'm checking to see if it is available. No records found! And of course, the most important thing, is zadiko.com available? (upbeat music) Isn't available, because I already registered it.
I got a name. So $14, boom! zadiko.com is mine. Though I maybe also should register as zadikoteaco.com and Zadikotea Applying for my trademark, do I want T's plus, or T's standard for 225. I'm making this series very publicly and announcing my name before I start selling stuff.
So, if I don't register a trademark, someone else could buy it and then (beep) me. - And that was one of my concerns too, because you're being so vulnerable through this whole process, and you're sharing the insights of starting a business-- - Isn't that's half my budget. - Well, again, you don't have to do it, you-- - I have to do it. So, (beep) me. - But I always comes back to...
There is some (mumbling) that a logo needs to have, to have longevity. So, a lot of times people will kind of get like, the current trendy font, you're gonna look back and be like, Oh, that feels so 2020, and you don't want that. - So you should pick something timeless, like Comic Sans. - Yeah, Oh my god. - If you want a logo, you could do one yourself. And done.
You can ask a friend. I don't have any friends. You could find an illustrator out in the world or there's one more option. Shopify actually has this free logo generator. So, let's check it out. Business name, not Turtle Tea anymore. Thanks a lot, guys. Zadiko Tea Co., not Zaddy Co, like my friends keep trying to tell me, Oh, (beep) just like that, I have logos. Well, this one's confusing.
It's like a shrimp and a Z. Who knew what (mumbling) brand mean? Oh look, this one knows. They know that it's tea. Wow, it's kind of like super trippy, seeing my name in different font types. So, the first time. So, I totally could use one of these logos, but I have another idea. - Do not get rid of four necessary $10,000, which is what some people try.
- Don't overthink it. A lot of people get paralyzed thinking about the things that they don't have. Think about the resources that you already have today. Everybody has unfair advantages. I really believe that-- - You need to figure out what are the advantages unique to you and how can you use them? For me, it is this. Originally I wanted to have you guys vote, and decide what your favorite design was.
But to hit my desired launch date, I needed to basically have this locked yesterday. From the moment I lock my designs, it starts a month long countdown to when I can actually sell it. After the first episode, a lot of you just started sending me fun art, totally unsolicited, really cool stuff. But one in particular caught my eye. I looked at her page and she's designed a kombucha and a wine. Her name is Jessie Why, and she's a recent Graphic Design School graduate.
Her style was what was in my head. - Hey, nice to see you. - [Zach] (mumbling) You're in Australia? - [Jessie] Yeah, I'm from Perth, Australia. - We didn't get to go. I want to go. That's where Tamil Paulo's from, that's all I know about. - Yes, yes (mumbling). - I want you to take a stab at designing my tea. - I love to. Getting a product line is gonna cost, inherently more money than the service, because there's actual physical (mumbling) that you need, whereas a service, you can offer it, if nobody buys it, you haven't really lost anything tangible.
So, the research I think, especially on products is super important. - But see Tazo, they all look the same as cook-here, and even if you don't remember the name, you know the look. - First, I do the research, looking to what the target market likes, their competitors-- - Why the (beep) look at these two, Lipton and Luzianne, they look the same. Am I crazy? Is it PG tips? Or is it PGs tip? PG tips.
who's PG? Pre-Gestee, digestive tea. No, shit. PG tips is to make your poop! This is grandpa tea. Nope, very much trying to go after the yoga mom in all of us. There's a very clear central theme, the logo is always big and then each flavor just has a different color ring. Yes, (mumbling) yes tiger. The way to go Tiger? What a (beep). A lot of see companies on top, they want to be safe.
If these brands are all zigging, I wanna be the zag. - Have you thought about the personality of the brand other than assume that you want it to be like your personality. - Fun, slightly irreverent. I don't want it to take itself too seriously. When I drink the tea, needs make me smile. When I look at the packaging, I wanna smile. When I hold it, when I open it, like just down the row, it should just be fun.
The three general buckets that I find myself being attracted to are minimalist art like line drawings, obviously that's part of how we got the Try Guys logo. I love that look, too. I like things that are bold, colorful, quirky, I want this to kinda be in your face, fun and alive. And then third, there's a style called Memphis Mulano, but I just adore. It's almost like '80s futurism, it's got a lot of these dots and wacky shapes, it's like if DunkAroos had a design movement.
I want you to think that it looks cool, if you don't know who I am. But if you do know who I am, you're like, Ah, shit, that's my boy coin diddy. Maggie, are you awake? Don't come, look at us. - Hey, Jessie. - Hello, nice to meet you. - To you, that's cute. - Maggie pointed to the one that I actually liked the most as well, which is sofia pro bold. - That was our original one that I went with.
- [Zach] I really liked the top left. - [Jessie] That would be the main sort of logo. - I superduper love this logo. But there's also the wavy text that makes you feel like a little more reverence instead of having both eyes closed. What if I was like sticking my tongue out like, still with the tea to my face that way, he's like a little rascal. This isn't tea for grandpa.
This isn't tea for yoga moms. It's meant to be tea for you and me. It's just meant to be a good time. I'm paying Jessie $200 up front and more upon completion, which means I broke my budget, I failed. Look, I made this a $500 challenge because I wanna show you that it is possible to do this for limited funds without leaving your home.
Even though I'm failing that challenge, you could be exactly where I am in this process with a really great logo, with a name, with a website, having only spent $14 so far. So, I guess do as I say, not as I do. This series is for you. I wanna share my learnings with you, and I want to highlight you. Are you starting business? Has this series inspired you? Are you given a kick out the door in any way whatsoever?
My business has a huge advantage with this platform. So, I wanna pay it forward. I wanna give it to you, hit me up. This episode was supposed to feature fun art, so, I can show how amazing you guys are. I got over 600 submissions and I just... I couldn't do it just as in this episode. So, we're gonna do it as part of the finale. I know at the end of the day, it's (beep) continue, I can... It's not a miracle cure for everything, but if I can make even on 1% change in people's lives for the better, mission accomplished.
- We say it's just a tip but branding makes it not just seemed like a tea, which is real powerful, the whole point of graphic design and marketing is to make it not just look cool, but actually, strengthen people's values. - Obviously, the product has to be good because once people try it, you want them to keep getting it again. But also it's about the story. - Originally, we had this very cute sack and he's adorable, but he was just a little too cutesy.
It's like how do we rough him up a little bit? So, she tried to have him stick his tongue out, which is funny, it looks a little dubby like, ask her to mess the hair up a little bit, fill in the mouth, and try reflection on the glasses. Oh, yeah, this is awesome. Also just kinda looks like is glasses, are getting fogged up from the tea, which relatable. I love this, I'm locking it in.
So then, we go down to text. I really love this one on the right, and now that I'm seeing it together, I thought I loved this text and I don't. She pointed out that it looks like the Tostitos logo, and I can't unsee it now. I really want this to feel offbeat and fun, but that doesn't mean it can't also be elegant and timeless. Then she came up with this. Other the tea co. is a smile, little reference to my butt tattoo.
It just this works together great. I'm happy with this. We're locking it in. - Oh my god, it's actually really good. - Oh. - Oh. - I don't know what I was expecting. This is great. - This is so cute. - It's so cute. - Zadiko, Zadiko, I love it. - Well, it is actually Zadi. - I actually love it.
And I don't love many things. - I think it's fun, vibrant, simple. - This is great. The packaging is great. - I love it. I think that it's super cool. - I think my favorite part is the color scheme. - I left a little pinky up. - Absolutely big fun and I'm willing to invest in (mumbling) - let me get a little button nose too. - Oh, good job Zach. - Forget that, I'm willing to invest freaking two million. - It really is aligned with Zack's personal aesthetic, and I'm very proud.
- I'm excited for Zack, I know that he's been working on this for a really long time, and I love that he has incorporated funds and a lot of people in this journey. - I cannot believe it's Zadi, but spelled like Z-A-D-I. Oh my god, oh my god too good. - He put himself in sunglasses, which makes him look a little too cool, in my opinion. But otherwise, I think it's really great. - I've got a logo, I've got an aesthetic, I've got a brand identity.
Zadiko.com is live right now, And if you go sign up, you'll be the first able to buy my tea when it's on sale. Also, it'll really help me because I don't wanna produce too much tea, but I also don't wanna produce too few and sell out. So, I need to know how many people actually want this. Please help me. Still to come I need to decide on packaging design, last and the final blend, price the tea, shipping logistics, decide how much to actually produce. There is a lot to go.
The next episode is all about the world of influencer marketing. Now, if you excuse me, I have an Instagram I want to record. - [Instructor] It's the (mumbling) advertisement take one. - Do you want tea? (upbeat music) - Zadiko, yes Zadi, Zadiko. Zadi, Zadiko. - Big shout out to our Patreon producers who helped me crack the name and the logo.
Thank you guys, Zadi.