As the first specialized and comprehensive tea brand in the country, one with its own signature store, Awān needed its identity to reflect its locality, as well as the wide range of teas that are made available through a single experience. The Arabic emblem and name – meaning “the right moment,” and unique to the language – roots the brand in its setting and flirts with the relationship between tea and time. Moreover, underplaying or even avoiding any other typically tea-related ornamental or stylistic cultural references (China, India, Sri Lanka, England…) and resorting to a variety-based packaging scheme instead, delivers the desired positioning: it’s not a world, but the world of tea, with all its subtleties.