By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
UMTEA, a premium organic tea brand, collaborated with the British Library to create a unique tea experience inspired by the Library's treasured collection. This partnership transformed historic art and poetry into a contemporary tea product, blending culture, elegance, and sustainability.
UMTEA’s goal in this collaboration was to craft a tea collection that combined fine tea with art and poetry, appealing to environmentally conscious and culturally inclined customers. This project aligned perfectly with UMTEA’s brand identity as a premium, eco-friendly tea brand that values artistry and heritage. By integrating historic art and literature into their products, UMTEA reinforced their image as a brand that merges tradition with modern lifestyles.
The British Library played a pivotal role in this collaboration by providing access to its rich collection of historic art and literature. The centerpiece of this project was inspired by "Fêtes Galantes," a celebrated 1928 art book featuring Paul Verlaine's French poetry and George Barbier’s Art Deco illustrations. By contributing these artistic and literary treasures, the British Library helped bridge the gap between cultural heritage and contemporary consumer products.
The collaboration drew inspiration from "Fêtes Galantes," a masterpiece of Art Deco illustration by George Barbier, paired with the moonlit poetry of Paul Verlaine. Selected illustrations included "Pantomime Stage" and "Secret Kiss," among others, showcasing Barbier’s intricate and romantic designs. The collection’s aesthetic celebrated the elegance of the Art Deco era, with its vibrant colors, detailed patterns, and dreamlike imagery.
The final product was a limited-edition tea collection packaged as a mini tea book, featuring four selected illustrations from Barbier’s artwork alongside Verlaine’s poetic verses. Each tea blend was carefully crafted to complement the romantic and moonlit themes of the Art Deco designs. This collection successfully translated a historic art book into a contemporary tea experience, offering customers a sensory journey that merged fine tea, classic illustration, and poetry.
Through this collaboration, UMTEA and the British Library demonstrated how art and heritage can be seamlessly integrated into modern consumer products, creating a meaningful and visually stunning experience for customers.
