Scott Hull Associates

A while back Motto asked Scott Hull Associates’ Penelope Dullaghan to collaborate on a new brand identity for their client Teamotions. Teamotions was established in 2008 after Rachel Crawford tragically lost her twin daughters, and her few moments of peace were found in her tea ritual. Her sister Crystal said, “I wish there was something I could put in your tea to make you feel better.” And knowing nothing like that existed, the two of them decided to create it themselves. The company they formed now offers teas blended with herbs that help the body handle stress, boost immunity and support emotional well-being, transforming a simple cup into a healing experience.

The collaboration began with a mood board Penelope created to establish a visual starting ground (love mood boards!). Then she came up with an abstract icon that represented a person wrapped around a cup of tea and also evokes an image of a mother holding her baby. Penelope must have drawn a hundred of those little guys until one was deemed “perfect”. Next came hand-lettering which was just as exhaustive, none of which made it to the final, unfortunately. But the exercise in typography and variation couldn’t be beat! The final logo was then applied to packaging and collateral, with each flavor being differentiated by color.

mood board

icon work in progress

hand-lettering work in progress

hand-lettering work in progress larger 1

hand-lettering work in progress larger 2

thich nhat hanh quote … about hope being an obstacle… that inspired me

packaging work in progress

packaging work in progress

packaging work in progress (it’s getting there!)

final products

achieve clarity

enjoy rest

discover joy

all flavors

tshirt

An interview with Penelope.

Client: Starbucks – print and web campaigns. Agencies: Tribal DDB for web and TracyLocke for print.

Target audience: Art director for the project, Stephanie Hancock says, “The Frappuccino campaign is called ‘You Deserve One,’ and it centers around rewarding people for doing the day to day things in life that often go unnoticed. In short, consumers can come to the site and nominate a friend who deserves a Frappuccino by creating a webpage for them which features their friend’s photo and story. Penelope’s illustrations served as the background to all these nominations.”

What was the creative challenge? For the web portion of this work, the challenge was creating each element of the illustration on a separate layer to be animated easily. For the print work, the challenge was to incorporate the pour from the Frappuccino bottle into the scene, kind of creating the space for the figures to be enjoying their found free moments.

How did you resolve the challenge? For the web, it was really fun to think up elements in each scene that could be animated. For instance, with the beach scene, I drew a fiddler crab, a seagull, the ocean tide, sailboat, etc. It was no problem creating each of these on different layers because my work style is a mixture of hand-made elements compiled digitally. So I was able to deliver a layered final file to the animators and make their jobs easy.
For the print campaign, we wanted to evoke a feeling of relaxation. So the figures look like they’ve found these spare moments to take a break and enjoy a Frappuccino.

What was the final outcome of the project? For just recently being launched, the campaign is a big hit. The website http://you-deserve-one.com/ has a lot of participant nominations for those who deserves it most.

Stephanie compliments Penny by saying, “It was such a pleasure working with Penelope. We’ll definitely look to Scott Hull Associates and his team for future illustration needs.”

Penelope was extensively interviewed and will be gracing a feature in the upcoming issue of CA magazine—so keep your eyes open!