CAMELLIA — Tea Shop & Atelier

A complete reinvention of an existing tea business, transforming it into a contemporary destination where retail, hospitality, culture and experiences come together.

Following the acquisition of the business, the challenge was to redefine its positioning, refresh its identity and create a compelling new reason for people to visit.

To move beyond the traditional tea shop model and build a distinctive, experience-led brand.

The ambition was to create a place where customers could not only discover and purchase tea, but also enjoy it, learn about it and connect with others through workshops, tastings, courses and events.

Inspired by Camellia sinensis, the plant from which tea originates, we developed a cohesive creative universe rooted in the culture of tea and reinterpreted through a contemporary lens.

The transformation brought together business strategy, brand repositioning, a redesigned logo, visual identity, packaging, merchandise, website design and a complete reimagining of the physical space.

The interior was conceived as a flexible environment combining a tea shop, café and atelier, with dedicated opportunities for workshops, tastings and community experiences.

From colour palettes and furniture to product packaging, event concepts and customer touchpoints, every element was designed to feel part of the same world.

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