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Teatulia seeks to take on coffee with flagship store

Bangladeshi tea brand Teatulia has entered the UK market, with a flagship store in London’s Covent Garden and a new brand identity, both developed by Here Design. The agency has also developed a range of branded lifestyle items to be sold at the store.

Teatulia sources all of its tea leaves from a single 3,000 acre ‘garden’ in Teatulia in Bangladesh, handpicking and never blending them with teas from other sources. The brand is centred around a social enterprise to create jobs in the remote region.

The brand’s identity emphasises its strong heritage and unusual market position – most teas in the UK market are blended – and uses bold and disruptive imagery to help it stand out. On-pack designs are infused with Bangladeshi culture, and are inspired by graphic designer Satyajit Ray. Copy has been stripped back in favour of geometric patterns, in colours inspired by the clothing of the women working in the Bangladeshi tea garden.

Stories about the production of the tea and the brand’s history are told in the Covent Garden store, with details of the Teatulia co-operative incorporated into the store.

 “In Bangladesh, tea is not seen as homely or healthy, but a social event, an occasion for laughter and debate. These brilliant and stylish new designs draw ingeniously on Bangladeshi culture to create teas that will stand out wherever they are seen, whether on the shelf at home or in our flagship store,” says Teatulia director Ahsan Akbar.

“Tea has played the role of the gentle sister to coffee’s macho big brother for too long – we wanted to work with Teatulia to change all that and show the world just how bold and vibrant tea can be,” says Here Design strategy partner Tess Wicksteed. “On every level, from the women who pick the tea to the newly focussed portfolio - Teatulia is a community of strong, purposeful individuals - bold and colourful.”