Tea brand
tea addict
Brighton, UK
scroll to explore
Teatime — whenever you need tea.
tea addict
01
Tea Addict
Tea Addict
Visual identity for tea brand based in Brighton, UK
A new character and a new name — The Tea Addict
The idea is to create a bold, memorable image on the edge of the forbidden. A fine line between dark fashion and addiction. We drink tea beautifully.
Brand associations:
bold, daring, fast, cyclical, seeks new forms, playful, open, experimental, fashionable, moody, bright, contrasting.
Tea is the new drug. It can be tasty, it can be strong, it can be anything — and it works.
You can grab it on the go or sink deep into the ritual.
Tea Addict expands the format.
A tea junkie — they need tea, they use tea to get into the right state.
Slogan: Teatime — whenever you need tea.
02
Objective
Objective
To cultivate a new tea culture in cities and countries where the cheapest black tea is still paired with sweets.
To introduce a new usage format:
When can you drink tea?
Anytime. Anywhere! With friends or alone. With a book, at a party, listening to music, looking at art, traveling, or working in the office.
03
Research
Research
Location:
United Kingdom, Brighton
A vibrant city with art parties, LGBTQ-friendly spaces, and authentic shops.
Fact:
Most British people drink tea daily. 55% have it at breakfast, 50% in the afternoon.
On average, people in the UK drink 2–3 cups a day — that’s around 165 million cups daily
(2018–2019 data).
Market trends:
Ecology, conscious consumption, organic products. Rise of coffee culture.
Insight:
Most internet users don’t know about Chinese tea or tea culture — but interest is growing as people seek meaning behind wellness trends.
Mass market isn’t ready for traditional Chinese tea ceremonies.
It needs a gradual shift — engagement, curiosity, lifestyle transformation.
Relevant themes:
Art, exhibitions, travel, cocktails, decor, fitness, sustainability, LGBTQ.
Audience needs:
To feel good and look cool. Be eco-conscious, be on-trend. They want a light boost with no harm.
Problem:
They don’t understand how tea works — they expect magic without engaging in the process.
Solution:
Don’t be a “pill for everything.”
Teach people how to truly enjoy tea.
People don’t buy products — they buy a better version of themselves.
The goal is to teach tea lovers how to feel more.
04
Positioning
Positioning
Statements
Teatime is a moment of rest and connection.
Tea Addict expands the format: anytime you need tea.
A tea junkie — they need tea to enter their state.
We stand for: healthy addictions, sustainability, quality products.
The store is more like a mystical apothecary.
You’ll find everything from light blends to dark, rich greens — but always tea first.
And you know it will be clean, natural, high-quality — inside and out.
We don’t preach a lifestyle — we preach tea.
We’re a nation of tea addicts.
Language of communication
Empathy and expertise.
We know what you need.
The persona:
A rebel, a mage, a tea dealer, a pro.
Respectful in tone, confident in knowledge.
Keeps a certain distance — but wants to help.
Character
Bold, daring, fast, cyclical.
Seeks new forms, plays, is open, experimental, fashionable, moody, bright, contrasting.
Tea brand
tea addict
Brighton, UK
scroll to explore
Teatime — whenever you need tea.
tea addict
01
Tea Addict
Visual identity for tea brand based in Brighton, UK
A new character and a new name — The Tea Addict
The idea is to create a bold, memorable image on the edge of the forbidden. A fine line between dark fashion and addiction. We drink tea beautifully.
Brand associations:
bold, daring, fast, cyclical, seeks new forms, playful, open, experimental, fashionable, moody, bright, contrasting.
Tea is the new drug. It can be tasty, it can be strong, it can be anything — and it works.
You can grab it on the go or sink deep into the ritual.
Tea Addict expands the format.
A tea junkie — they need tea, they use tea to get into the right state.
Slogan: Teatime — whenever you need tea.
02
Objective
To cultivate a new tea culture in cities and countries where the cheapest black tea is still paired with sweets.
To introduce a new usage format:
When can you drink tea?
Anytime. Anywhere! With friends or alone. With a book, at a party, listening to music, looking at art, traveling, or working in the office.
03
Research
Location:
United Kingdom, Brighton
A vibrant city with art parties, LGBTQ-friendly spaces, and authentic shops.
Fact:
Most British people drink tea daily. 55% have it at breakfast, 50% in the afternoon.
On average, people in the UK drink 2–3 cups a day — that’s around 165 million cups daily
(2018–2019 data).
Market trends:
Ecology, conscious consumption, organic products. Rise of coffee culture.
Insight:
Most internet users don’t know about Chinese tea or tea culture — but interest is growing as people seek meaning behind wellness trends.
Mass market isn’t ready for traditional Chinese tea ceremonies.
It needs a gradual shift — engagement, curiosity, lifestyle transformation.
Relevant themes:
Art, exhibitions, travel, cocktails, decor, fitness, sustainability, LGBTQ.
Audience needs:
To feel good and look cool. Be eco-conscious, be on-trend. They want a light boost with no harm.
Problem:
They don’t understand how tea works — they expect magic without engaging in the process.
Solution:
Don’t be a “pill for everything.”
Teach people how to truly enjoy tea.
People don’t buy products — they buy a better version of themselves.
The goal is to teach tea lovers how to feel more.
04
Positioning
Statements
Teatime is a moment of rest and connection.
Tea Addict expands the format: anytime you need tea.
A tea junkie — they need tea to enter their state.
We stand for: healthy addictions, sustainability, quality products.
The store is more like a mystical apothecary.
You’ll find everything from light blends to dark, rich greens — but always tea first.
And you know it will be clean, natural, high-quality — inside and out.
We don’t preach a lifestyle — we preach tea.
We’re a nation of tea addicts.
Language of communication
Empathy and expertise.
We know what you need.
The persona:
A rebel, a mage, a tea dealer, a pro.
Respectful in tone, confident in knowledge.
Keeps a certain distance — but wants to help.
Character
Bold, daring, fast, cyclical.
Seeks new forms, plays, is open, experimental, fashionable, moody, bright, contrasting.
Tea brand
tea addict
Brighton, UK
scroll to explore
Teatime — whenever you need tea.
tea addict
01
Tea Addict
Visual identity for tea brand based in Brighton, UK
A new character and a new name — The Tea Addict
The idea is to create a bold, memorable image on the edge of the forbidden. A fine line between dark fashion and addiction. We drink tea beautifully.
Brand associations:
bold, daring, fast, cyclical, seeks new forms, playful, open, experimental, fashionable, moody, bright, contrasting.
Tea is the new drug. It can be tasty, it can be strong, it can be anything — and it works.
You can grab it on the go or sink deep into the ritual.
Tea Addict expands the format.
A tea junkie — they need tea, they use tea to get into the right state.
Slogan: Teatime — whenever you need tea.
02
Objective
To cultivate a new tea culture in cities and countries where the cheapest black tea is still paired with sweets.
To introduce a new usage format:
When can you drink tea?
Anytime. Anywhere! With friends or alone. With a book, at a party, listening to music, looking at art, traveling, or working in the office.
03
Research
Location:
United Kingdom, Brighton
A vibrant city with art parties, LGBTQ-friendly spaces, and authentic shops.
Fact:
Most British people drink tea daily. 55% have it at breakfast, 50% in the afternoon.
On average, people in the UK drink 2–3 cups a day — that’s around 165 million cups daily
(2018–2019 data).
Market trends:
Ecology, conscious consumption, organic products. Rise of coffee culture.
Insight:
Most internet users don’t know about Chinese tea or tea culture — but interest is growing as people seek meaning behind wellness trends.
Mass market isn’t ready for traditional Chinese tea ceremonies.
It needs a gradual shift — engagement, curiosity, lifestyle transformation.
Relevant themes:
Art, exhibitions, travel, cocktails, decor, fitness, sustainability, LGBTQ.
Audience needs:
To feel good and look cool. Be eco-conscious, be on-trend. They want a light boost with no harm.
Problem:
They don’t understand how tea works — they expect magic without engaging in the process.
Solution:
Don’t be a “pill for everything.”
Teach people how to truly enjoy tea.
People don’t buy products — they buy a better version of themselves.
The goal is to teach tea lovers how to feel more.
04
Positioning
Statements
Teatime is a moment of rest and connection.
Tea Addict expands the format: anytime you need tea.
A tea junkie — they need tea to enter their state.
We stand for: healthy addictions, sustainability, quality products.
The store is more like a mystical apothecary.
You’ll find everything from light blends to dark, rich greens — but always tea first.
And you know it will be clean, natural, high-quality — inside and out.
We don’t preach a lifestyle — we preach tea.
We’re a nation of tea addicts.
Language of communication
Empathy and expertise.
We know what you need.
The persona:
A rebel, a mage, a tea dealer, a pro.
Respectful in tone, confident in knowledge.
Keeps a certain distance — but wants to help.
Character
Bold, daring, fast, cyclical.
Seeks new forms, plays, is open, experimental, fashionable, moody, bright, contrasting.