Corporate Edge has brewed up an experiential interiors spread for tea-maker Tetley, as the company aims to make more of its corporate brand.
The reception area of the five-storey headquarters in Greenford, West London has been revamped to showcase ‘the magic of tea’ and reflect the sustainable approach thinking of Tetley’s corporate social responsibility agenda.
A tea bar, cafÃ© and two meeting rooms have been introduced, the latter including a ‘tea-table’ lounge space that features a ‘checkboard’ sampler displaying tea in both its natural and processed state.
According to Corporate Edge chairman of interiors and architecture Ian Sherman, the brief was to make the environment as welcoming as possible and to ‘give back to the people who support the [company and the brand]’.
The group’s managing director Neil Fairplay has been the creative lead on the project. Signage panels show tea-related quotes from the likes of Noel Coward and Sir Arthur Pinero, who said, ‘Where there’s tea there’s hope.’
‘It’s about making an immediate quality statement. Materials and colours are intended to reflect the brand’s values,’ Sherman says.
Attention has now turned to space planning in the workplace areas. Implicit in the brief, says Tetley director of company identity and communication Sara Howe, is using Tetley’s corporate logo – redesigned last year by Jones Knowles Ritchie – ‘wherever appropriate’.
Tetley could be a company for designers to watch. Earlier this month, its finance director Peter Unsworth said the Tata Tea-owned company would extend its range of flavoured, herbal and ready-to-drink teas in established markets, as well as looking to develop business in emerging markets.