The tea that gets to stay: How Kusmi Tea is shaping a new culture of enjoyment between art, B Corp certification and design avant-garde

The design and furnishing of modern kitchens is often dominated by an unspoken agreement: everyday objects are undesirable. Behind the handleless, matte fronts lie packages of flour, olive oil for quick use, and countless, often visually cluttered, cardboard boxes of chamomile or peppermint tea. Minimalism tolerates no noise.

But then there are the few curated objects that leap onto the freestanding natural stone countertop or open shelving. Kusmi Tea is undoubtedly a member of this rare group.

In the tea industry, there are brands that impress not only with the quality of their blends but also with their unique identity. This is what makes Kusmi Tea so special. The French tea brand has reinvented traditional tea culture in a modern, creative, and colorful way. With innovative recipes, eye-catching packaging, and prestigious cultural partnerships, Kusmi Tea secured a firm place in the international tea market.

The colorful metal tins are a popular design object in relevant interior design and lifestyle magazines. Today, Tea Kusmi enjoyed by tea lovers and design enthusiasts who appreciate aesthetics, quality, and enjoyment. But what makes a tea tin a cultural artifact? A small study at the intersection of historical heritage, psychological packaging design, and certified sustainability.

A brand that sets strict standards for tradition and sustainability

Kusmi Tea'sstory dates back to the 19th century. The brand has continuously evolved, skillfully blending its historical roots with modern trends. Drawing on its heritage and French flair, this tea brand offers a contemporary vision of tea enjoyment. But this balancing act between history and the present requires more than just a visual rebrand.

If you want to be successful in today's premium food market, you need to be radically transparent about your sourcing of raw materials

In recent years, the company has undergone a profound transformation. A recent review of its organizational structure shows that the entire production process to strict organic guidelines . Since the updated European Regulation on Organic Farming (EU 2018/848) , certified organic teas must meet the highest standards and consist of at least 95 percent natural, pesticide-free substances.

The company has successfully transitioned its entire product line to organic certification and meets B Corp standards, which demand the highest levels of social and environmental responsibility. For a brand of this size, this transition represents a massive logistical challenge. The tea leaves are not washed before drying in order to preserve their complex aromas. This is why pesticide-free cultivation is crucial to avoid chemical residues in the brewing water.

David Caspi is a certified tea sommelier and regularly conducts professional tea tastings and seminars in Germany. He sees this development in the context of the overall market:

We are noticing a deep desire for a holistic experience among the modern consumer.”

The absolute foundation is the artisanal purity of the leaf – no synthetic fertilizers. The market no longer tolerates compromises in this area. A consistent organic focus, as seen in leading companies, not only sharpens the profile but also optimizes the actual taste experience. Tea from healthy soils has a far richer complexity in the flavor profile of each cup.

Supported by a well-thought-out visual identity, this purist base transforms tea drinking into a conscious, almost curated ritual in everyday life, and not just a habit.

Psychology of the tin can – Why we collect packaging

The first contact with a product is rarely through taste, but rather through appearance. The iconic metal tins in vibrant colors. The color scheme for each tea variety is unique, making the products instantly recognizable. The design is distinctive, departing from traditional tea packaging and conveying freshness, creativity, and elegance. Kusmi Tea proves that a quality product and a well-designed visual concept can perfectly complement each other.

Design is paramount. The packaging is more than just tea tins. The aim was to create an emotional and aesthetic connection with consumers. Each tin becomes a small design object with vibrant colors, elegant typography, and carefully crafted illustrations. Many customers even keep the tins after the tea is finished, using them as decorative elements in their kitchen or living room.

As a result, we don't carelessly throw away the empty tea tins, but integrate them into our living spaces. This isn't a coincidence, but rather a precise psychological design. This is confirmed by scientific publications on consumer behavior and packaging design. A research paper in the journal Emerald Insight (2025) examines the interaction between packaging color and cognitive style. It finds that matching color schemes between packaging and its main component have a measurable influence on a buyer's taste expectations.

Color is an emotional bridge that activates unconscious reward systems in the brain

Professor Roland ten Klooster, Professor of Packaging Design at the University of Twente, has been researching the interface between materiality and brand perception for years. He explains the success of the metal can from a structural perspective:

Packaging that makes the leap from functional container to collector's item optimally utilizes the mechanisms of haptic and visual communication

In the highly saturated, high-contrast cans we are analyzing here, we see a clear break with the aesthetics of traditional organic brands, which are often very understated, almost ascetic. There is a physical presence in the metal—the soft clink when opening, the coolness of the material in the hand—that suggests permanence and value. Packaging becomes a central focus for identity formation. It conveys an urban, design-conscious self-image to the consumer.

This attention to detail was a key element in establishing Kusmi Tea as a lifestyle brand. Here, enjoyment, creativity, and design combine to create a holistic experience.

Infusion and art history: Monet's symbiosis in the cup

The strategic positioning of the brand doesn't end with the product design. Kusmi Tea 's deep connections to art are perhaps best illustrated by its partnership with the Musée de l'Orangerie in Paris. One of the most important sites of Impressionism , this renowned museum is home to Claude Monet 's legendary "Les Nymphéas" paintings .

At first glance, the collaboration between a food manufacturer and such an institution may seem unusual, but it is based on a clear logic of modern brand management. Gastronomy and art are increasingly becoming hybrid experiences. This is how the tea "Les Nymphéas", a creation inspired by Monet's fascinating world. The blend invites you to discover the poetic atmosphere of the famous water lily paintings in a tasteful way.

The design of this special edition also reflects the painter's world. Delicate nuances of blue, green, and violet evoke the reflections of water, the plant life in Monet's garden, and the unique light atmosphere of his works. This partnership allows Kusmi Tea to elegantly combine culture, art, and the enjoyment of tea. It demonstrates the brand's commitment to offering creative and inspiring experiences that go beyond the traditional way of drinking tea.

Here, tea is no longer simply a functional hot beverage, but an olfactory extension of a museum experience. The delicate notes of the composition attempt to translate the visual shimmer of Impressionism into a gustatory experience.

Sensory design – from wellness to spice bomb

A first-class visual identity and cultural references can make a product interesting, but ultimately it's the contents of the tin that determine a brand's longevity. One of Kusmi Tea is the impressive diversity of its range. The brand offers classic black teas and fine green teas, aromatic herbal and fruit tea blends, as well as modern wellness infusions.

The tea market has become increasingly segmented in recent years. Consumers are seeking highly specialized blends that suit specific moods or fit into their daily routines. Among the most popular creations are blends with citrus fruits, fruit compositions, spicy recipes, and floral teas. This allows every tea lover to find something to their liking. Black teas with spices, vanilla, or bergamot salt offer an intense flavor experience, while green teas with mint, lemon, or red fruits provide a refreshing break.

Furthermore, the selection reflects the current trend towards slowing down and being more mindful of one's body. Tea should inspire, surprise, and offer new taste experiences to all connoisseurs. Developing such recipes is like working in a perfume laboratory. The natural aromas must be finely tuned so that they complement, rather than overpower, the delicate base notes of the high-quality tea leaves.

A brand with a strong personality

A shift in values ​​is evident to anyone observing the current food and lifestyle sector. The consumption of everyday products is increasingly perceived as a means of expressing personal values ​​and aesthetic preferences. Innovation and a strong brand image help Tea Kusmistand out in a constantly changing market.

The packaging container on the kitchen countertop is a sign of a changed understanding of consumption – one that critically questions the origin of raw materials as much as it celebrates the visual design language.

Joachim Rodriguez y Romero

Owner and Managing Director of Kunstplaza . Publicist, editor, and passionate blogger in the fields of art, design, and creativity since 2011. Graduated with a degree in web design from university (2008). Further developed creative techniques through courses in freehand drawing, expressive painting, and theatre/acting. Profound knowledge of the art market gained through years of journalistic research and numerous collaborations with key players and institutions in the arts and culture sector.

www.kunstplaza.de