The brief was to design the spatial identity for a tea house and retail outlet chain in Delhi. The brand, Manjushree teas, has a large variety of premium teas.
Tea in India is perceived as an everyday drink, and not as a treat. Thus part of the challenge was to attempt to change the perception of tea. The strategic approach revolved around educating the customer about speciality teas and creating a new tea drinking culture by creating new tea drinking occasions.
The tea house has experiential solutions such a tea blending table with a tea sommelier who helps explain the nuances of tea blending and brewing, thus promoting an informed appreciation of the product. Customers can create, consume and even buy their own custom blend. There are also other ideas for tea drinking occasions such as high tea platter, tea with scones, dessert teas, etc. The cutlery and accessories are elaborate, adding to the drama of the tea drinking ritual. There is also a retail space within the tea house where the customer can buy various varieties. The retail area has a sensory station where the customer can touch and smell popular blends before buying.