Storytelling is getting more crucial as customers want to connect with the brand before making a commitment to buy a product. For my bachelors project I created the fictional tea brand; Âme et Thé. The branding is based entirely on Storytelling of the experience of drinking tea. Âme et Thé wants the customer to be greeted by the experience of the tea already in the shop or every time they reach for it at home. The goal is for the entire brand to harmonize with the customer's impression of tea and also take inspiration from old traditions.