Tone-on-Tone Leaf tea

Chinese tea · luxury minimal

Real dry tea and the backdrop in the same

The real dry tea and the backdrop in the same hue family. The same setup for every tea in the catalogue, so the difference you see is the tea.

A teamotea tea photographed in a luxury-minimal setting: the real dry tea and the backdrop in the same hue family

Seven ways in

34 teas · 7 categories

Green teaGreen tea5 teasOolongOolong14 teasRed tea (hongcha)Red tea (hongcha)6 teasPu-erhPu-erh4 teasWhite teaWhite tea2 teasTea paste (chagao)Tea paste (chagao)2 teasBuckwheat (not a tea)Buckwheat (not a tea)1 tea

Wear

All tees and hoodies →

Wear — Ālǐshān Zhū Lù CháĀlǐshān Zhū Lù CháWear — Bái JiānBái JiānWear — Passion-Fruit OolongPassion-Fruit OolongWear — Raw Pu-erh PasteRaw Pu-erh PasteWear — Ripe Pu-erh PasteRipe Pu-erh PasteWear — Dà Hóng PáoDà Hóng Páo

Why every frame in this shop looks the same

Every one of the 34 teas is photographed the same way in this shop: the real dry tea and the backdrop in the same hue family. The frame keeps separated only by light. What changes between teas is the tea, not the treatment — loose tea in the frame carries the difference. The set was built to work as ultra-refined colour statement. Nothing in these frames is a stock photograph: the tin is our own 100 g tin, printed with our own labels, and the tea inside it is the tea being sold. One visual language across a whole catalogue is harder than one striking image, and it is the part that makes a shelf look like a brand.