Avoury®. The Tea

The launch of the new Melitta Single Portions “Avoury. The Tea” brand in 2019 also required an administrative area and a showroom connected to the production facilities. The aim of the concept was to connect these areas, to appeal to B2B visitors and to strengthen the employees’ identification with the brand. The building was given a clear architectural exterior with a facade that provides insights into the manufacturing process inside. A harmonious entrance area and a kitchen in Avoury’s CI colours provide the link between administration and showroom. This is where the essence of the brand can be found, a symbiosis of traditional tea culture and innovative preparation. A glass wall creates the connection to the production, which itself becomes an exhibit. The administrative space is defined by a combination of modern elements and existing industrial fragments, with colours and materials reflecting the brand identity. In this way, the product presentation with its components of history, preparation and tasting merges with the insights into the production processes to create a distinctive, coherent brand experience.