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.
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Awan-Logo
The name in Arabic, one of the language’s many uniquely nuanced words for the concept of time, becomes the central calligraphic emblem in this visual identity.
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Awan-Catalog covers
The regularly printed catalogues keep the customer up to speed.
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Awan-Catalog inside pages
Tea products are organized by type, country of origin and flavor.
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Awan-Packaging 02
The logo changes color with each product category.
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Awan-Packaging 03
The aluminum sealable bag is the practical package for regulars.
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Awan-Main sign Achrafieh
Awān’s first shop opened in Achrafieh.
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Awan-Main sign Port
The move to the hip and upcoming Port District makes for a more permanent residence.
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Awan-Bag and stationery
A more somber look is adopted for general applications.
Like snowflakes, no two tea brew colors are exactly the same. This idea is what inspired the “dipping” concept that is consistent throughout the tea labels on the range of Awān packages. Not only do they hold the tea name, origin, description, category and other information, but all labels also appear to have been dipped in the actual brew of the packaged tea, offering a real glimpse of the tone that will gradually appear in the cup. This was particularly exciting since we got to brew all the teas and eventually try them, but it’s also exciting in its final result: creating a tea color gamut – a rainbow of reds and browns, greens and yellows – to vividly animate the shop and reflect the many varieties on offer.
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Awan-Tea labels
Original, flavored, herbal…
Among the product fixtures, some tea editions are developed for special occasions.
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Awan-Tea label codes
An informative layer specifies brewing time, theine level and tea type through a composite code.
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Awan-Packaging 04
Customers are served from artisanal custom-designed bucket-sized canisters that are the main thing on show.
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Awan-Packaging 05
An up-close rapport with the canisters on display delivers the information along with the most subtle of nuances in brew color.
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Awan-Packaging 06
To keep or not to keep, the pack
A choice is given between a disposable bag or a reusable tin canister.
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Awan-Gift packaging
For the gift of tea, vibrantly colored custom high-end paper boxes can feature a variety of selections.
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Awan-Horeca packaging
For hotels, cafés and restaurants, a tea box sampler can be customized upon request.
