A project based on a strong commitment
English Tea Shop was born in Sri Lanka from a sad observation: this major producer of teas and infusions has, since the end of the 19th century, been under the control of an auction system forcing producers into intensive cultivation with low added value.
As a B Corp, we have been chosen, along with the agency Pixelis, to lead the complete overhaul of the image of English Tea Shop: from positioning to website including social media, the goal is to accelerate the recognition of a rapidly growing brand, embodying values that we fully embrace.
In 2010, Suranga Herath, a Sri Lankan with a long career in the tea industry, decided that things must change. He envisioned a company based on a virtuous circle, driven by a fair value-sharing system to enable the development of organic and sustainable agriculture. This is the beginning of the English Tea Shop project, a joyful revolution of tea from the plantation to the cup!
"The work done on our identity and our site is exceptional. We have received numerous positive feedback from our customers, stakeholders, and internal teams."
Mayuri, Assistant Manager Communications, English Tea Shop
A revealing identity of English Tea Shop's commitments
"The interest of a 360° project like English Tea Shop is that it allows us to both make recommendations and implement them. This highlights the cross-functionality of our teams' skills."
Kilian, founder and manager, 148 Agence Collective
The positioning and identity of English Tea Shop are established based on the three pillars of the project: organic and sustainable agriculture, improving the quality of life for farmers, and developing the knowledge of farmers and their families. At both the discourse and graphic levels, everything is thoroughly rethought to reflect these founding principles.
In addition to the logo and a graphic charter, three mandalas are created to bring to life a true visual universe. Rich and colorful, they express the values the company wishes to convey through its communications: warmth, dynamism, grace, and liveliness. A way to reflect the commitment of English Tea Shop while celebrating the taste qualities of its teas and infusions!
A website with the new colors of the brand
The redesign of the identity continues with that of the showcase website. The latter is intended for two targets: the consumer, but also the resellers, who are essential for the brand's development internationally.
We immediately take on a consulting role regarding this mission, in order to best guide the teams at English Tea Shop and to make the most of the brand new identity.
"Having to address two different target audiences and finding the best way to weave storytelling throughout the site presented very interesting challenges."
Naïma, Project Manager, 148 Agence Collective
After a co-construction phase of the site structure, we envision many features that might interest one or the other of the targets: a landing page reserved for sharing on social media, a catalog of teas accessible in PDF or via a filtered search, tea description pages split between practical information and storytelling… Not to mention the essential quiz offering the user the tea best suited to their current mood (and you, which one is it?).
The tea revolution is also happening on social media.
We don’t stop at the website: to gain more recognition, English Tea Shop must also exist on social media!
To start, we are working on a strategy that defines the tone to adopt and establishes an editorial calendar over several months. We imagine numerous types of posts to ensure the production of relevant and diverse content: contests, stories of farmers, customer reviews, key figures, anecdotes about the English Tea Shop adventure… Templates associated with each type of content are also produced to ensure total autonomy for the community management teams.
"Working for such a bright, colorful brand that carries such strong values is very creatively stimulating."
Hélène, Art Director, 148 Agence Collective
