Dear Tea Society
Creative Agency: Open Studio
Project Type: Concept
Location: Stockholm, Sweden
Packaging Contents: Tea
Packaging Substrate / Materials: Carton
The mission was to develop a whole new Nordic tea concept that could stand for quality, sustainability, innovation, and traceability - in a playful way.
Our idea was to create a fictional members club, where all teas have their own personality. Every blend/infution is personalized with a portrait and a charming personal description. We wanted the tea to feel as a interesting (and often eccentric!) characters that you'd like to meet over a cup.
The inspiration comes from classical tea salons and British member clubs, but at the same time we wanted to create something contemporary that makes tea drinking as urban and modern as the barist culture.
The member clubs brought our thoughts to libraries that led us to the book-like design. The tea packages are placed on the shelf with the back outwards for easy reading of the title, sort and flavor.
In addition to visual identity, naming and packaging design, we have also developed a physical meeting place for tea lovers in the form of a showroom/office/tea shop. On the walls we have hung the actual paintings from our packages.
The book-like design has not been seen on tea packaging before, and the effort put into producing the replicas and paintings of the charachters.