Branding Platform T

If you've ever been to China (or Britain, for that matter), you know that tea is a lot more than something you break out of your cupboard when you're sick—it's an age-old ritual and a practical display of hospitality. So when the founders of Platform T came to us for help developing their concept for a new tea franchise, we knew we wanted to capture the ceremony of a traditional tea service in a modern, approachable, non-stuffy kind of way.

In developing every aspect of the brand—from the name and the logo to the brand tone and the packaging design—we sought to inspire people to contemplate the source and notice the nuances of their tea. Then when it came time to design the interior of the cafés, we worked closely with Oz Architecture to create full-sensory loose-leaf tea displays and ample opportunities for patrons to explore, enjoy and inquire about different kinds of teas. Because everything from the soil in which it’s grown to the temperature of the water in which it’s steeped affects a tea’s taste. And when you’re shopping for a product that complex, you might as well make yourself at home.