A story of copy designed to slow the senses
This is a story about something I love: tea. It began with exploring the topic on social media. Then I travelled to Japan. And then, one tea led to another, and I started pouring out my own brand…
Client
Personal Project
Project Type
E-commerce website; Product copy
Once upon a brand
It began with my personal infatuation with trying to slow down the world. The only thing that seemed to help me do that was tea. And so the brand began to emerge. It needed a name. It needed packaging. It needed… everything, from product naming to building the brand voice. This was a project that required kilos of tea and innumerable tea-stained post-it-notes.
We embarked on a journey
The copy was crafted sip by sip. Literally. With every tea I sourced, I wrote out tasting notes and made sure the sensations, experience, and taste of the tea were expressed in everything from the names of the products and the website copy to the descriptions on the back of the packaging. As part of my mission to encourage a sense of ceremony around the tea and to develop a community around mindfulness, I also developed meditations and content about tea ceremonies around the world.
And in the end, we found ourselves somewhere better
We arrived at a fully formed brand that emerged from nothing. And it’s a project that continues to evolve, just as soon as I have my next cup of tea…
