Sing Tehus
- Client Sing Tehus
- Project Visual Identity
- Year 2007
A modern staging of tea cultures
How do you make an identity for a new product/place when the idea of it exists solely in the head of the owner?
Sing Tehus is a brand new kind of teahouse - not a tea-lounge, not a shop, not a classroom - but all of these at once. A place for the senses, a place with knowledge and consideration for tea - a place to taste, learn about, buy and enjoy tea. It's a multi-cultural fusion of tea traditions from the Far and Middle East with modern, Nordic, metropolitan minimalism.
Sing Tehus is a brand new kind of teahouse - not a tea-lounge, not a shop, not a classroom - but all of these at once. A place for the senses, a place with knowledge and consideration for tea - a place to taste, learn about, buy and enjoy tea. It's a multi-cultural fusion of tea traditions from the Far and Middle East with modern, Nordic, metropolitan minimalism.
Through a series of workshop e-Types helped specify the brand concept and the name for the teahouse, subsequently developing the visual identity to reflect the core identity.
The challenge for the design was to communicate tea, something that is primarily experienced sensually rather than visually, while avoiding the mannerisms and esthetics of old English 5 'clock tea or tea at Granny's homey coffee table.
The delicate, neat typography - that also forms the base for the logo - is inspired by the East and contrasts with rough boxes and refined silk-labeling in sharp, geometrical shapes. The primary colours provide a modernistic reference and a functional key to tea-species - or ad vibrancy by random shuffling. It's all created to stimulate the senses.
The design applies to a diverse range from packaging to the menu, web, displays, etc. The business cards are heavy, the wrapping paper delicate, but loaded with storytelling about tea. The box is handmade in a "light job" workshop and the tea is hand-packaged in-house. Consideration for tea and people goes all the way.
The challenge for the design was to communicate tea, something that is primarily experienced sensually rather than visually, while avoiding the mannerisms and esthetics of old English 5 'clock tea or tea at Granny's homey coffee table.
"It's all about sensing the experience of the tea as well as the entire teahouse - so the key to the solution was using the senses - and a combination of elements from different parts of the world. That's why the design is as much about materials as about graphics: Multilayered and contrasting elements which forms a unity - playing with shapes, colours and materials: Raw and refined, heavy and fine, delicate and sharp, rough and soft." - says Rikke Hagemann, designer at e-Types.
The delicate, neat typography - that also forms the base for the logo - is inspired by the East and contrasts with rough boxes and refined silk-labeling in sharp, geometrical shapes. The primary colours provide a modernistic reference and a functional key to tea-species - or ad vibrancy by random shuffling. It's all created to stimulate the senses.
The design applies to a diverse range from packaging to the menu, web, displays, etc. The business cards are heavy, the wrapping paper delicate, but loaded with storytelling about tea. The box is handmade in a "light job" workshop and the tea is hand-packaged in-house. Consideration for tea and people goes all the way.
Teahouse and Webshop:
Sing Tehus
