TeeMaa 10 Year Anniversary2023
As part of celebrating the 10-year anniversary month, TeeMaa is releasing a curated tea box collection.
The retail brand embraces Nordic design and lifestyle, taking its name "ilo" from the Finnish word for joy.
The art and design exhibition's identity explores the contrast of classy versus playful; function versus fun.
Rebranding and art direction a Helsinki-based tea house with a retail boutique shop. The Teemaa is a tea company, which combines the Nordic lifestyle with a contemporary tea culture.
Besides refreshing their visual identity, TeeMaa also renewed their shop. Creative agency Yatofu Creatives took on the interior design. Together with Yatofu, we build the new branding strategy, and created visual concept sought to present a tea house in a fresh and sophisticated way.
Teemaa’s visual identity and interior reflect both the rawness of tea as an ingredient, as well as reflect the sophistication and complexity of the tea through modern and refined lenses.
While the interior relies on the duality of raw and stylish materials, the visual identity emphasizes the premium side of the tea house. To avoid the clichés of tea culture’s visuality, the color black was brought more strongly into the applications of the brand. The identity emphasizes the diversity of tea categories with a wide secondary color palette, each defining one of the nine types of teas that TeeMaa serves. The visuality relies on the sophisticated balance between a black and white tone of voice with vivid colors.
Organic and simplistic illustration elements was brought to the brand for refresh the otherwise minimalist and elegant identity. The imagery's tone of voice highlights both the premium and playful side of TeeMaa.
The packaging is designed on an "on-demand" basis. To avoid unnecessary overproduction, we created sticker sheet templates for the labels of the packaging. The labels can then always be printed by the tea house itself according to their tea product consumption. The background color of the labels is color-coded according to the eight different tea categories of TeeMaa, making them easy to distinguish on the shelf.
done with YATOFU
SWEE CHONG WONG
Fonts in use
by Schick Toikka
by Bretagne Type Foundry