Tea Emporium rebrands, touts owner’s expertise

The Tea Emporium unveiled a new logo and website last week as part of a rebranding effort. The new look follows a change in ownership at the Toronto-based company, which sells specialty tea. Shabnam Weber founded the Tea Emporium with her husband, Frank Weber, in 2000, but bought out his share of the company in […]

Tea Emporium's new logo

The Tea Emporium unveiled a new logo and website last week as part of a rebranding effort.

The new look follows a change in ownership at the Toronto-based company, which sells specialty tea. Shabnam Weber founded the Tea Emporium with her husband, Frank Weber, in 2000, but bought out his share of the company in May.

The brand’s redesign, its first since its founding, was handled by Issha Marie Onoya, a former Tea Emporium employee who now works as a photographer. Weber said she wanted to modernize the look and asked Onoya for a elegant, classic style.

Shabnam Weber

As part of the re-branding, Weber intends to make herself the  face of the company. Now that she is the sole owner, that’s an easier process.  “You’re able to inject your identity to a much greater extent when it’s only you,” Weber said.

Weber considers herself a long-time tea expert, which she wants to now communicate to consumers. She is the director of the Tea Association of Canada and created a ‘Tea Sommelier’ program that is taught at colleges across Canada.

“It’s now about the consumer having someone to identify.” Weber said.

The Tea Emporium has four locations, including a capsule shop inside of the Loblaws in Toronto’s Maple Leaf Gardens. It also sells tea wholesale to over 30 vendors across Ontario.

Brands Articles

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Air Miles backtracks on points cancellation plan

LoyaltyOne says legislative 'uncertainty' drove decision

Ethnic retailing is moving from niche to mainstream

Canadian consumers are changing, but too few retailers are paying attention

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture

Increased demand drives Grocery Gateway’s growth

Longo's CEO says online grocery shopping has 'come of age'

Canadian Olympic Committee signs with Sid Lee

COC signs with new agency of record until 2020 Tokyo Games

Luxury retail must go digital or be forgotten (column)

AJ Dalal says luxury retail ignores the connected shopper at its peril

Carlsberg picks Ogilvy as AOR

The agency wins all of the brewer's brands in Canada, including Kronenbourg and Somersby.

Localize labels talk to consumers about food sourcing

QR codes and a scoring system tell Ottawa shoppers where they're buying from