Bangladeshi tea brand Teatulia has launched in the U.K. with a new brand identity by Here Design (heredesign.co.uk). This expansion coincides with the opening of a flagship store in Covent Garden where its range of organic teas will be available.
With leaves sourced from a single garden in Tetulia, Bangladesh, Teatulia’s garden-to-cup teas are hand-picked and never blended with leaves from other sources. Teatulia has transformed 3,000 acres of barren land into an organic tea garden, rejuvenating the land for future generations.
Drawing on Teatulia’s strong heritage and unusual market position as a single-source tea garden, Here Design developed a bold, disruptive identity rooted in a sense of place and conveying depth of flavor, creating standout in a crowded category.
The on-pack design is infused with Bangladeshi culture; inspired by renowned graphic designer Satyajit Ray, the lush colors of the tea garden and Bengali script. Each variant is emblazoned with its beginning letter, moving away from a category focus on the health benefits of tea and instead concentrating on taste.
All other copy on the packaging has been stripped back, with geometric patterns in bold, vivid colors which stand out on shelf. Here Design found inspiration for these jewel-like colors in the clothing of local Bangladeshi women working in the tea garden.