Tao of Tea offers an exten­sive col­lec­tion of teas, each care­ful­ly select­ed and eth­i­cal­ly sourced. Under­stand­ing that tea enthu­si­asts have dif­fer­ent shop­ping pref­er­ences, we devel­oped two dis­tinct yet com­ple­men­tary brows­ing experiences. 

For those who know exact­ly what they’re look­ing for, we cre­at­ed an intu­itive fil­ter­ing sys­tem that quick­ly nar­rows down options by type, ori­gin, and fla­vor profile. 

Mean­while, tea afi­ciona­dos seek­ing a more immer­sive expe­ri­ence can explore detailed ori­gin sto­ries and pho­tos, fla­vor notes, and brew­ing instructions. 

This dual approach ensures that whether cus­tomers are mak­ing a quick pur­chase or div­ing deep into tea cul­ture, they’ll find their ide­al teas.

We devel­oped a col­or palette fea­tur­ing rich browns, blues, orange, and calm­ing neu­trals that mir­ror the organ­ic qual­i­ties of tea itself. Paired with a typog­ra­phy sys­tem that bal­ances tra­di­tion­al ele­gance with mod­ern clar­i­ty, this com­bi­na­tion cre­ates an atmos­phere that feels both authen­tic to Tao of Tea’s her­itage and wel­com­ing to con­tem­po­rary tea enthusiasts.

We also curat­ed imagery from Tao of Tea’s exten­sive pho­to archives. Our care­ful selec­tion of exist­ing pho­tog­ra­phy helps tell the sto­ry of qual­i­ty and tra­di­tion that defines the Tao of Tea experience.

His­tor­i­cal­ly, Tao of Tea used Times New Roman exclu­sive­ly for every­thing from their logo to prod­uct descrip­tions. While an icon­ic type­face, it fell short of meet­ing the brand’s evolv­ing needs and mod­ern use cases. 

To pre­serve a clas­sic feel while embrac­ing con­tem­po­rary ver­sa­til­i­ty, we intro­duced Caslon for head­ings — its refined ser­ifs and ital­ic options lend an ele­gant update to Tao of Tea’s long­stand­ing aes­thet­ic. For body copy, we select­ed Fil­lip, a more casu­al, hands-on type­face that retains read­abil­i­ty across screens and reflects the thought­ful, arti­sanal process at the heart of Tao of Tea.

For Tao of Tea, tea rep­re­sents more than a sim­ple prod­uct – it’s a path­way to a mean­ing­ful way of life. Their phi­los­o­phy cen­ters on the idea that ​“Tea cul­ture invokes a con­nec­tion to the greater whole, which is part of what makes this plant so spe­cial.” We care­ful­ly wove this ethos through­out the site and craft­ed spaces for vis­i­tors can to explore tea cul­ture and dis­cov­er what makes Tao of Tea tru­ly exceptional.