Brand Development & Strategy, Naming, Identity Design, Flagship Store Design, and Retail Packaging Design
TEALECTION was developed as a tea brand that respects the richness of Chinese tea culture while introducing a more modern, design-led market expression. The project was not only about creating a visual identity, specifically the brand CI, but also about shaping the deeper brand foundation that would give the business coherence, meaning, and relevance in the market.
We worked on the strategic layer of the brand first, helping define its direction, tone, and the balance between cultural heritage and contemporary appeal. This deeper work informed the naming, the identity system, and the broader brand world that could live consistently across retail, packaging, and customer experience, with a strong focus on Chinese tea culture.
Our work included the development of the brand name, the redesign of the logo and CI system, and strategic support for the design of the first flagship store. We also designed the retail packaging, tableware, and cutlery so that the full physical experience aligned with the brand.
The result was not simply a more polished tea store concept but a stronger and more distinctive retail identity, one that translated Chinese tea heritage into a contemporary branded experience.
The flagship store was later recognized with a Bronze Award at the 2019 Shop! Awards, reinforcing the commercial and design strength of the store design concept.