Communication theory: Spill The Tea
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Сommunication theory in the field of design
Communication theory provides a framework for understanding design not as mere styling, but as a structured process of encoding and transmitting meaning. While the foundational linear model (sender-message-receiver) offers an essential analytical blueprint, contemporary practice leverages this framework to engineer more complex, transactional systems.
Here, the core objective shifts from unidirectional transmission to the creation of contextual events that facilitate multidirectional interaction and collaborative meaning-making.
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To operationalize this shift, the process is guided by core theoretical lenses. The semiotic tradition provides the fundamental vocabulary, framing every material, form, and visual element as a sign within a coherent system of meaning. Concurrently, message design logics, such as expressive, conventional, and rhetorical — supply the strategic playbook for tailoring communication.
The rhetorical logic, in particular, is pivotal; it treats design as goal-oriented adaptation, enabling the precise alignment of visuals and media with specific audience needs to consciously influence perception and drive behavior.
Communication theory moves design from an intuitive, subjective practice into a deliberate system for crafting interpretations and engineering desired experiences.
It redefines the focus from creating static, finite objects to designing dynamic, persuasive interactions that actively shape the dialogue between the brand and its audience, the product and its user.
Presentation for a general audience
The best conversations have always happened over a cup of tea. From tense business negotiations to the warmest, most personal confessions, the ritual of tea accompanies them all, setting the tone and pace for genuine connection.
Spill the Tea exists in this space. It’s not about rare, ceremonial leaves. It’s about the connection, the mood, and the shared vibe. We are here for the emotion a shared ritual creates.
Life is diverse. Moods shift, company changes, and situations evolve. That’s why tea shouldn’t be the same every time. Therefore, we have created a range of teas tailored for different situations.
Our collection of loose-leaf teas is carefully curated to match the mood and the moment.
Need to fuel a late-night heart-to-heart with your best friend? We have a bold, rich Indian black tea with notes of dark berries that keeps the energy and the conversation flowing.
Hosting a cozy, casual catch-up on a rainy afternoon? We have a smooth, comforting green tea with jasmine and a hint of peach that feels like a warm, understanding hug.
Looking for a bright, lively spark for a creative brainstorming session? We have a vibrant, aromatic oolong tea with citrus and ginger that sharpens the mind and awakens ideas.
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Each tea is a unique emotion and an individual approach. We source good quality leaves to create honest, delicious tastes but keep them accessible. This is quality loose-leaf tea in the mid-price range — because great conversations shouldn’t be a luxury.
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Our design reflects this philosophy. It’s modern, warm, and speaks to you on a first-name basis. Our packaging uses friendly typography, inviting colors, and clear, mood-based naming. A rounded mug on a logo signals invitation and a warm palette means comfort.
At its heart, Spill the Tea understands that you’re not just buying tea. You’re buying the potential for a memorable moment, for genuine connection, for the feeling of being perfectly in sync with the people around you.
Pick your moment. Pick your blend. And get ready to spill the tea.
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Presentation for a professional audience
Spill the Tea is tea created for different life situations and gatherings. We offer mid-price range loose-leaf tea, where each blend is tailored to a specific mood and type of communication. Our brand is not about solitary, elite tea drinking, but about the atmosphere and emotions created when people come together over a cup of tea.
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Our primary audience is socially active millennials and Gen Z, for whom consumption is an act of identity and community building. They value shared experiences over solitary status. Spill the Tea serves as their essential tool for curating the tone of any meeting, occupying a mid-point defined by emotional utility, not just price.
Our strategy is creating a system of tea blends for different moods.
Spill the Tea | Casual: For dynamic, energetic moments. Night Owl Black — a bold Ceylon blend with notes of dark berries and cinnamon, designed to fuel late-night talks and laughter.
Spill the Tea | Quiet Brew: For intimacy and reflection. Whispering Jade — a smooth green tea with jasmine and a hint of chamomile, perfect for deep conversations. Visually coded in muted moss green.
This is a navigational system where the choice of mood precedes the choice of flavor. We offer both loose-leaf tea for home rituals and convenient pyramid tea bags for on-the-go moments.
Our ecosystem extends to curated teaware (ceramic sets) and is supported by a dedicated website with an interactive «mood selector.»
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Our design is a direct translation of our core idea: conversation as connection and flow.
Core signifiers: the logo is based on a simple, friendly cup icon. Fluid blots, gradients, and soft connecting black lines (symbolizing bonds between people) visually represent shared moments, replacing traditional tea iconography.
Strategic colors: a pastel-based palette ensures coherence and a modern feel. Instant shelf recognition comes from mood-assigned accent colors.
Ritual expansion: ceramic ware, wooden organizers («My Tea Moods»), and infusers deepen the experience.
Interactive touch: tea bag tags with prompts («Spill: What’s your secret win?») make the product an active participant in fostering connection. Tea spirit figure supports the atmosphere.
Our communication builds trust through a cohesive design system and quality sourcing, and desire through a narrative dedicated to authentic human moments.
Narrative system: all content—from our website’s interactive mood selector to social media—revolves around showcasing real moments of connection, curated via the hashtag #SpillMyTeaMood. This turns customers into brand ambassadors and builds a visible community.
We intend to create a defensible niche (emotional-situational tea), multiple revenue streams within a loyal ecosystem, and a brand perceived as an indispensable tool for modern social life, not a commodity.
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Communication theory as basis for the presentations
Here, communication theory doesn’t just inform — it actively constructs the brand’s design.
From Linear Transmission to Transactional Dialogue
The brand follows the linear model for clarity: -sender (Spill The Tea); -message (emotional tool for gatherings); -recipient (the user);
This foundation enables a shift to a transactional goal. The product, via conversation prompts in social media (#SpillMyTeaMood), becomes a channel for interaction, turning a purchase into active social dialogue.
The semiotic approach
Every visual element is a deliberate sign within a coherent system, designed for instant decoding.
- The fluid ink blot is the master signifier for emotional flow and «spilling» conversation. - The dual color logic (vibrant vs. muted) acts as a rapid semantic code for Casual and Quiet Brew moods. - The connecting lines visually signify human bonds.
This system ensures the brand’s core idea of «connection» is communicated pre-verbally across all touchpoints, from the website’s mood selector to the ceramic glaze.
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The Elaboration Likelihood Model (ELM)
For the general audience: Persuasion operates through the peripheral route, utilizing immediate, low-involvement cues: vibrant aesthetics, emotional mood-based naming (e.g., «Night Owl Black»), and social proof through the #SpillMyTeaMood community campaign.
For professionals: Persuasion follows the central route, relying on logical, high-involvement arguments: the clear market logic of situational segmentation (Casual vs. Quiet Brew), the commercial value of a scalable visual identity, and the strategic strength of a holistic brand ecosystem.
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Course «Communication Theory: Bridging Academia and Practice» [Electronic resource]. — Electronic text data. — 2025 (accessed 1.12.2025)
AI used: Leonardo.Ai: https://leonardo.ai/
