JING Tea introduces new origin-focused branding for its hospitality line

JING is starting 2026 with the launch of its new branding to the hospitality trade. The redesign features artist-illustrated packaging that brings to life the unique stories of each tea and origin with a logo that celebrates the artistry, origins and craft of tea. Seeing a space for storytelling to bolster their branding, JING is attempting to better immerse their target audience in their tea and its origins.

The anecdotes and curious narratives told by each unique illustration engage guests to discover why each tea and origin are special. Perceptions of tea are redefined, revealing the craft, care and provenance behind every cup. The teas and their illustrations are also paired with powerful names designed to leave an impression. “Red Dragon” and “Jade Sword” are just two names of the many that JING has concocted to hint at the stories behind their teas.

Commenting on the redesign, Melanie Tricklebank, CEO of JING, said, “When I first tasted JING, I realised I’d never truly tasted tea before. The flavours and beauty of the serve were a revelation. Then I heard the incredible anecdotes about the stunning landscapes and wildlife from each single garden and that’s what made me genuinely care about each unique tea. The team has travelled the world for years to find the most remarkable tea, from mist-covered mountains in China to precarious Himalayan slopes, all crafted by artisans whose skill you can taste in every sip. The stunning bespoke illustrations on our new packaging celebrate what makes the people, craft and environment behind each tea intriguing and special.” 

Tricklebank added that the bold new logo is a homage to the countries and craft that have inspired JING for over 20 years. Structured lettering and calligraphy-inspired lines are designed to evoke the artistry of tea and blend tradition with contemporary design. “With JING, everyday tea rituals are elevated into delicious moments of discovery, inviting explorers to experience extraordinary flavours from incredible producers and tea gardens which are as special as the teas themselves,” she said, adding, “Our new branding is designed to reflect this and we look forward to seeing it in hospitality venues across the world.”

While the look has evolved, the tea remains unchanged, defined by exceptional sourcing and uncompromising quality. JING’s focus on quality, sustainability and service together with over 20 years’ experience in hospitality has made it the tea of choice for many of the world’s greatest tastemakers, chefs and hoteliers and is served in many Michelin star restaurants. The redesigned products are rolling out now online. – available at jingtea.com.