Té Company Web Design

UX/UI and Brand Design for a pioneering Taiwanese tea shop in the heart of West Village, New York

Service
UX / UI Design, Brand Design

Year
2021

About this Project

Té Company is a charming Taiwanese tea room located in New York City’s Greenwich Village. When the pandemic shifted their operations online, the owners recognized that the digital experience lacked the warmth and elegance of their physical space. With the redesign, Té Company aimed to seamlessly connect their offline and online experiences by capturing the unique elements and imagery that make the tea room special, and incorporating them into the new web shop.

Challenges

The website’s branding doesn’t align with the branding of its merchandise and packaging.

Pages like the product and brewing guide sections lack a clear visual hierarchy.
The homepage fails to convey the brand story and ethos effectively.
The subscription and gift subscription flows are confusing and unintuitive.

Visual Solution

Redesign the layout to present information in a cleaner and more cohesive manner.

Incorporate traditional Taiwanese elements, such as seals, decorative borders, and patterns.
Bridge the gap between the tea house experience and online shopping by integrating elements like the actual paper stock from the menu as a background texture and creating a quiz to help customers discover their preferred flavors and our offerings.
Introducing express buttons on the mobile landing page for a faster shopping experience.