T2 Tea

Every cup contains
a story.

T2 is a leading tea retailer, with the largest range of teas and teawares in Australia and Internationally. The founder of T2, Maryanne Shearer, created an innovative brand and a new retail category that many competitors now operate within, and has pioneered a fresh and exciting approach to retailing. Our own Global Creative Director, Bryce Ford, worked closely with Maryanne and her inspiring vision for over 10 years building the brand into what is now recognised as one of the great Australian retail success stories.

Tea is wild, delightful and delicious, and they celebrate that. Stepping into a T2 store is like stepping into another world of theatre and seduction. They turned the whole sensory experience of tea on its head with a melting pot of exotic smells, taste sensations, intricately designed teawares and eye-popping displays. Hundreds of thousands of people around the world have become addicted to the way T2 do tea.

Reinventing the world of tea
as we know it.

Bold, hot, colourful, boundary-pushing creative was always the pinnacle for every T2 campaign. Ford was given full autonomy to dream big and let loose with creative ideas that helped reinvent they way people percieved tea. Every campaign is filled with brave new products, tantalising flavours and sensory packaging — becoming a unique story telling opportunity for the brand at every touchpint.

The first T2 store opened in Fitzroy Melbourne in July 1996. T2 has over 100 stores globally in Australia, New Zealand, United Kingdom, United States, and Singapore. The creative focus remains front and centre while also breaking the rules of invention. With over 200 different types of teas to thier name, we believe they’ve only scratched the surface of what’s possible.

Steering this ship requires
a creative captian.

T2 is an incredibly fast moving ship — they can’t afford to be the Titanic and take too long to turn things around. Therefor an immense amount of time, effort and strategy went into the very detailed T2 Brand Style Guide. It covered everything from Tone of Voice, Typography, Campaign Direction, Website Elements, Event Photography and even Social. It made sure the brand was consistenly protrayed to it’s customers, whilst still allowing creative freedom throughout campaigns.