Elixir tea branding by Typical organization

March 11th, 2016 by retail design blog

For our Athens based client Elixir tea we have tried to translate classic principals from the monumental tea culture in a new grid based tea ceremony. A dotted grid, inspired by the Elixir’s tea stick perforation, is used to assure a modernistic harmony & order promoting the purifying, calming and energising effects of the teas.

The new ceremony is preformed in the 3D projecting rooms of our contemporain lifestyle where we have a renewed relation with time and space, making an attempt to render the emerging virtual space into a real time heavy contrasted tea experience. In a few words of Theo van Doesburg : ‘… art and life are no longer separate domains. The word ‘art’ no longer has anything to say to us. In place of that, we [De Stijl] insist upon the construction of our surroundings according to creative laws, deriving from a fixed principle.’ —

‘Our time has produced a need for contrast. This has been achieved not only in the external appearance of plastic expressions of colour and matter, but also, and chiefly, in the tempo of life and in the techniques related to the daily, mechanical functions of life; namely standing, walking, driving, to lying and sitting – in short, every action which determines the content of architecture.’—

Designed by Typical organization


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