In an increasingly digital age, how does something so rooted in tradition, such as tea, remain relevant? Simply put, it becomes essential that the idea of embracing change is an integral part of a brand’s identity, allowing it to evolve. Teabox recognized it was time for a redesign and new brand identity—they not only wanted a new website and new packaging, but they wanted to successfully communicate who they are. Teabox turned to Pentagram to help bring out the character of the brand and give it depth.
“When Teabox decided it was the right time to scale up their online business, they realized they needed to reposition their brand and redesign the brand identity. Tea business is an old industry and its visual tends to thrive on common clichés, how could we strike a different note that would communicate Teabox as a creative and premium brand that’s still rooted in tea tradition?”
“We started the project by understanding tea from all possible aspects. We surveyed the visual history of the tea (the products) as well as visited Teabox’s operation in India. We also visited several tea estates in Darjeeling and talked to the people who worked there and saw all the equipment, some dated back to early 1900s. The field trip provided an immense knowledge base about how tea is typically created and transported, and how Teabox is radically innovative in their methods. The trip also provided an eye-opening visual experience, specifically in the typography on many of the tea shipping crates: stencil type.”
