A specification column and one very large name

Why this shop reads like a label

A label has to answer questions in a fixed order, and that order is the whole design here: name, what it is, where it grew, how to brew it, how much is in the packet. Setting the name at display size and the facts at six points is not decoration, it is a decision about what a person reads first and what they come back to. The cream stock keeps white tea and green tea visible, which pure white paper does not, and the single burnt orange marks only the things worth marking. Chinese tea rewards this kind of restraint because the differences between the teas are small and specific — a bud size, a roast level, a fermentation — and small specific differences need a grid, not adjectives. The back panel is left almost empty on purpose, so the botanical mark has room to be a mark rather than a logo. Nothing here is claimed that is not written on the panel.