“Persian Apothecary” is a Tea Collection inspired by the richness and complexity of Iran. The blends are a reflection of Sheyda Monshizadeh-Azar’s (our client) imperfect memories, her Iranian heritage and her experiences whilst living and travelling in Iran.

The sense of smell is the best shortcut to memory and that was Sheyda’s task in defining her tea blends. But our responsibility was to communicate those sensations from the packaging, and to evoke a feeling of nostalgia for the past in a context and a place that few people know about, and worse, that has been dehumanized to us through the media. We had to tell the story of those who consider Iran their home, but who remember it fondly from the outside.