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Brand strategy

Brand design

restaurants & bars

ThéATRE

Branding a new generation of global tea house

HIGH PERFORMANCE TEA

ThéATRE is an exciting 'global tea experience' brand featuring at its core a new generation of contemporary tea houses first opening in Beijing then London and Los Angeles. The brand's intriguing name, devised by Yang Rutherford, makes use of the French word for tea ‘Thé’ and is inspired by the sublimely theatrical nature of the tea ceremony. ThéATRE celebrates the art of tea and the pure spectacle inherent in its timeless rituals. With a curated range of craft teas and bespoke blends that enliven, invigorate and re-charge, ThéATRE promises to uplift the body and calm the soul. Or in other words: ‘Tea for Life’.

The Identity Performs

The visual identity devised by Yang Rutherford employs a playful whisp of aromatic steam rising in a dancing form. Full of zeal, yet delicately poised, the human figure elegantly represents the balance in life between energy and tranquility. The hand-drawn figure reflects ThéATRE's commitment to the artisanal, to freeform tastes and unexpected experiences. The choice of teal (a happy one given the colour’s first three letters) and silver denotes a freshness and lightness to the brand - as well as articulating its delicate sophistication. Ultimately, the performing figure celebrates the gentle arts of tea and theatre combined. Yang Rutherford were also commissioned to design innovative restaurant signage together with seductively simple packaging, menus, marketing and advertising collaterals.

Scope

Brand Story
Brand Naming
Brand Identity
Brand Guidelines
In store Item Design
Packaging Design
Signage Design

our clients

Select a client or project to view our work

Hospitality

A Curious Group of Hotels

Atabey - Exumas

City of Dreams

Cordis Hotels

Cowley Manor

EAST Beijing

EAST Hong Kong

EAST Hotels

EAST Miami

Hotel Icon

Hyde Hotels

Langham Hospitality Group

Ledunfly Hospitality

L'Hotel Paris

Little Tai Hang

Marco Polo Hotels

New World Hospitality

Niccolo Hotels

Rediscovered

Rosewood Hotels and Resorts

Sands Casino & Resorts

Shangri-La Hotels & Resorts

Swire Hotels

The Murray

The Opposite House

The Upper House

U Hotels

Restaurants & Clubs

Above & Beyond

Bei

Domain

Duddell's

Feast

Green

Hagaki

Le Restaurant Paris

Punk - Beijing

Sugar

Sureno

The Market

The Workshop

ThéATRE

Xian

Real Estate

226

Blake's Advisors

Chow Tai Fook

CTF Finance Centre

The Dalat at 1200

Fantasia Holdings

Gammon Construction

Grosvenor Crescent

Karma Lakelands

Nan Fung Group

New World Development

Ocean 3651

ONE Limassol

Pafilia

Summer Group

Swire Properties

Unitech Group

VinaCapital

Wheelock Properties

Winfield

World Resorts

Fashion & Retail

Debenhams

Gee

Givenchy

Hugo Boss

Josephine Home

Lowndes London

LVMH

Moss Bros Group

Ozwald Boateng

Pacific Place

Finance & Institutions

Advent International

American Express

Argentum Consulting

Casa Dei Bambini

CIS Hangzhou

CIS Hong Kong

Coutts World Card

Habour Business Forum

Hong Kong Government

Made in Africa Foundation

Mirae Asset

Tiger Cub Funds

Others

10 Design

Aedas

RMJM

South China Morning Post

Strata

SCMP Style Magazine

Urban Rock

our world

Global projects from
three timezones.

Hong Kong

13F Fung Lok Commercial Building
163 Wing Lok Street
Sheung Wan
Hong Kong
Tel +852 2850 6262
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London

25 Chelsham Road
London SW4 6NR
UK
Tel +44 207 622 5788
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Dubai

PO Box 211578
Dubai, UAE
T +971 52 522 0560