This proposal shows a series of characters that narrate a different story each time. Each packaging and each flavor has its own story to tell. Inspired by the daily rituals each person may have, whether it is a relaxed evening at home or a hard day at work its part of our routine. This branding celebrates the time we have ahead – and how we open ourselves up to new tastes, experiences and friends. Frank about tea gives you that safe moment of confinement and comfort, enabling each person, especially women, to feel empowered, to feel herself and to carry out her life the way she sees best.

Tea is a moment of reflection, a moment of peace, a moment of respect to herself. In that moment she sits, doesn’t do a whole lot, except for wrapping her hand around her tea cup. It warms her hands, it warms her soul. She drinks Frank about tea, because it matches her status and how she looks at herself and the world, with pride, joy and appreciation. 

Additionally she feels it is a healthy alternative to coffee and a tastier alternative to water. Supermarket tea is being seen as ‘slurpp’ tea and suits many moments. Frank on the other hand is a special tea for her, which she may drink all day, but is best reserved for special moments.

The problem: The tea sector is broken

Good quality tea is not available in supermarkets.

The majority of tea farmers earn way below living wage.