The tea bar will launch at festivals throughout the summer and pop-up shops in the autumn, with the aim of setting up permanent premises next year. Cure Studio was appointed in April after consultancy director James Hurst met and pitched to Pause founder Susan Gregory at graphic art fair Pick Me Up at London’s Somerset House.
Gregory says, ’When we met, we realised that we were both busy over the next few weeks, so I said “I’m free now” and we had our first meeting there and then.’ Cure Studio was briefed to create an identity that was simple and lighthearted and would support the idea of pausing to take a break while drinking tea.
Gregory says, ’There’s something special about British afternoon tea. Pause is an updated version – there’s less dustiness, it’s less old- fashioned and a bit more urbanised.’ The identity, which will launch at the Foodies Festival in Oxford later this month, is made up of a library of tea stains and hand-drawn characters that interact with the marks.
Gregory says, ’When you see the characters taking time off it gives you a moment out while you look at them.’ Hurst adds, ’The identity that we created is not just a stamp.
It’s a modular device that can grow and shrink in different situations.’ The identity has been designed so that it can be developed as the company grows and can be made to appeal to different customers.
It will be used on the tea packaging, banners, serviettes, disposable cups and merchandise, including teapots.