Tino Nyman’s identity for TeeMaa’s 10th-anniversary tea box collection is a treat for the eyes

TeeMaa, a tea shop in Helsinki, lives at the intersection of two cultures. Sitting in the capital of Finland, it’s intrinsically intertwined with the Nordic way of life, but through its collection of teas, the tasting sessions held at its store, and its workshops on tea brewing, it brings a slice of China’s tea culture to the heart of the city. The founders, Peng Luo and Xinyuan Sui, wanted to highlight this confluence of the cultures in the identity for a tea box collection launched to celebrate their 10th anniversary, and found their ideal collaborator in designer Tino Nyman, who had previously also rebranded the tea house.

Steering clear of the usual branding tropes of tea brands – such as the clichéd use of various shades of green – he instead chose a diverse palette of ten different colour tones. Including soft, muted tones and more vivid hues, Nyman allows for flexibility, letting the colour set the mood for a particular variant of tea and its packaging. Coupled with the tasteful art direction, featuring mellow lighting and blurry reflections, the palette of colours lends the collection a lyrical, almost poetic beauty.

The typography also plays its part in adding to this delicate visual world. “With this collection, we shifted the tone of voice to a brighter and softer side,” shares Nyman. “To highlight information and create a more personal touch, I chose Cucina.” With its sharp, delicious serifs – and its visual similarity to TeeMaa’s wordmark – Cucina takes centre stage in the packaging, directly speaking to the brand’s premium personality. “I also played with the italic style to highlight the word ‘ten,’” adds Nyman. Cucina’s calligraphic flair is quietly supported by the utilitarian Lateral typeface by Schick Toikka type foundry, chosen for its “small, fine details,” he adds. In the informative text on the packaging – carrying details such as the harvest cycle and the origin of the tea – Nyman deftly combines both typefaces.

The influence of Nordic simplicity is seen in the labels, with its solid washes of colour. The paper box packaging, in turn, resembles a traditional Chinese bamboo box used for food products – subtly drawing the mind back to the origins of the brand, rooted in both cultures.

Tino Nyman

TeeMaa