A regal brand identity for the modern tea ritual.

Context

Parlour is a fictional tea brand with a focus on creating a luxurious and extravagant feeling when you pour yourself a cup of tea. It reminds the drinker of decadent afternoon tea, the brand name itself also related to the old-fashioned sitting room in which such an event can take place.

The logotype is reminiscent of a royal crown, pieced together by tea leaves, and is stamped onto the packaging in gold foil. The colors emerald and gold, along with the delicate pattern and the serif typeface, give a posh impression of the brand.

On the back of the packaging, you find an illustration of classic afternoon tea with the tiered cake stand in the background, with the glistening tea in the foreground: the center of attention.