Client: Steven Smith Teamaker

Creating the most
unusual name in tea

After reinventing tea in the 1990s with Tazo, Steven Smith wanted a second act. He returned to Sandstrom Partners with a challenge: launch a new tea brand in a crowded category where retailers were trimming shelf space, not adding it. With thorough category analysis, we uncovered a major gap. While many brands were chasing Tazo with functionality and flavors, there was a clear opportunity for, well, tea. Together, we aimed to create the “best little tea brand” in America. The tea lexicon is full of exotic names: “Oolong,” “Pu-erh,” “Matcha,” “Mao Feng”. To these we decided to simply and humbly add, “Smith”. Tea personally crafted by Steven Smith, teamaker, in small batches at the Smith atelier. Buyers soon made room on shelves, replacing some function and flavor brands with a higher quality tea. Smith Teamaker was acquired by a private equity firm in 2017.
  • Naming
  • Identity
  • Packaging
  • Retail Display
  • Product Design
  • Website
  • Ecommerce
Steven Smith Teamaker identity design tap handle
Steven Smith Teamaker tea packaging design tip top box
Steven Smith Teamaker tea retail display design leather box
Steven Smith Teamaker tea packaging sachet design
Steven Smith Teamaker tea package string tie box design
Steven Smith Teamaker retail display design string tie box
Steven Smith Teamaker retail display design string tie box detail
Steven Smith Teamaker variety package design (front)
Steven Smith Teamaker variety package design (angle)
Steven Smith Teamaker tea packaging tins design
Steven Smith Teamaker package design black sting tie box
Steven Smith Teamaker tea pot design
Steven Smith Teamaker identity design teapot teacup
Steven Smith Teamaker identity design letterpress coasters
Steven Smith Teamaker Reserve package Honey Orchid
Steven Smith Teamaker Reserve package Jasmine
Steven Smith Teamaker shirt design
Steven Smith Teamaker assortment 30 pack design
Steven Smith Teamaker retail tea display design
Steven Smith Teamaker retail tea display design detail
Steven Smith Teamaker retail tea display design detail
Steven Smith Teamaker website design
Steven Smith Teamaker website design
Steven Smith Teamaker website design

But wait...there’s more.