Not every brand begins with a brief.
Sometimes it begins with a ritual.

For years, Jojo Tea operated as a respected tea importer with a polished, corporate identity. But on Saturday nights, something very different was happening inside their warehouse on North Biscayne Boulevard. What started as informal tea gatherings had quietly evolved into its own ecosystem. Vinyl spinning, conversation flowing, strangers becoming regulars. The community already had a name for it: simply the tea room.

When Jojo approached Lemon Yellow, the goal was not to brand a tea company. It was to capture the frequency of a place.

The solution became Tannin, a name borrowed from the chemistry of tea and wine. Often described as bitter or abrasive, tannins are also what create depth and complexity. That tension became the metaphor for the space itself. A mix of personalities, ideas, and conversations that might clash at first but ultimately produce something richer.

Visually, the identity leans into that edge.
A custom wordmark built from rhythmic peaks and angles forms a sawtooth waveform, referencing both the sharpness of tannins and the sonic energy of a vinyl-driven environment. Paired with a stark black-and-white palette, the brand refuses to smooth things out.

It is intentionally a little raw.
A little sharp.
Exactly like the place it represents.

What began as a loose warehouse gathering now has a name, a mark, and a point of view that reflects the ritual its community had already built.

Project Scope

Brand Strategy / Visual & Verbal Identity / Art Direction / Storytelling / Photography / Video