TGL Co.

Naming, Branding

BRIEF

Bhuman Dani, founder of TGL Co. strongly believes that the world’s finest teas and blends should be an everyday luxury. Tea is not always black, boiled or bitter but soothing, inspiring and rejuvenating.

He wanted to craft a brand and narrative that celebrates sophistication, tranquility and good health. He asked us to help him create a brand where tea became more than just a drink – it became a philosophy.

Approach

A premium brand with an exotic narrative.

The 4500-Year Journey

Tea is not only one of the most consumed beverages in the world (after water!), it’s also debatably one of the oldest. Tea has transcended borders, classes and senses to become a global phenomenon that is indulgent, calming and stimulating all at once. The British introduced tea into India in the 19th century and it has remained an inextricable part of our everyday lives ever since.

Teasing the Senses

Teas can have remarkably different appearance, aroma, depth of flavour and healing properties based on where in the world they are grown, the climate of the region, the botanicals that grow in their proximity and how they’re processed. Every sip has an unmatched sense of comfort and wonder, which steeps ordinary moments of life with inspired brilliance.

We decided to call it:

TGL Co.

"Take a sip of The Good Life"

CONCEPT

Tea, as a commodity, has historically been one steeped in intrigue and romance. Our logo was inspired by the idea of a travelling tea merchant, to evoke this heritage. We used an illustrative style that was a throwback to methods used in the 17th and 18th century, with customised typography.