Physical Graffitea was a boutique rebranding conceptual project. A tea shop located near the historic "Physical Graffiti" building in the East Village of NYC from Led Zeppelin's 6th studio album. The gentrification of the East Village played a key part in the rebranding design. I chose a serif typeface for the logo and a floral background to keep up with the changing neighborhood, but infused blacks and other dark colors into the branding to keep a connection to the East Village's pre-gentrification grundge and the shops rock-and-roll Zeppelin roots.