Paper & Tea

A Shop-in-Shop with Soul – Our Project for Paper & Tea in Freiburg

Paper & Tea is a brand that’s rapidly gaining ground in the German tea market, opening new locations each year and strengthening its position in the premium segment. It specializes in high-quality loose-leaf teas from organic farms, presented in carefully designed packaging—described by the brand itself as “small works of art.”

Our collaboration with the brand includes both conceptual and executive design work, as well as supporting their retail expansion through refined architectural solutions.
One such example is the boutique shop-in-shop format at the Breuninger department store in Freiburg, which seamlessly complements the brand’s overall concept—based on a soft, calming color palette, natural materials, and carefully crafted details that invite customers not only to shop, but also to pause and enjoy a quiet moment with a cup of tea.

When designing spaces for Paper & Tea, we focus on creating an experience that engages all the senses—from the very first encounter with the aroma of tea to the aesthetic impressions evoked by the interior design.
This approach allows the brand not only to sell products, but to build lasting connections with customers who return to rediscover the world of tea time and again.