Chádrez — Specialty Tea Store

Client

Chádrez

Services

ecommerce, branding

Year

2024 — 2025

Role

Front-end, identity and packaging

Stack

Shopify · Liquid · JavaScript · HTML5 · CSS3

Visit the storeView the preview

Reposition tea for a younger audience under the playful tagline 'Porque chá não é coisa de velho' (because tea isn't just for old folks), with a clean, modern brand presence.

What we did

In 2024 we built a custom Shopify storefront with category navigation for teas and accessories, product cards, detail pages with a brewing video, a side cart and a nationwide free-shipping banner. In 2025 we did the rebrand (a new icon cut from the wordmark, the visual system and the packaging) and the landing page for the limited Christmas edition, now online as a demo.

We wrote the Shopify storefront in custom Liquid, so a young tea brand would not look like one more template store.

Product · 2024

Each tea got a whole page, with specs, a brewing video and a side cart, so buying never leaves the product.

The whole storeScrolling the chadrez.com home.

Identity · 2025

In 2025 we started from the wordmark's C: the store's rounded knight became an icon of straight cuts and one board square.

C study
C studyIn 2025 we began the rebrand with the wordmark's C.
The store's knight
The store's knightThe store's rounded 2024 knight, the starting point of the redraw.
From C to the new knightThe rebrand's construction: the C, the store's rounded knight, the straight-cut knight.
Straight cuts
Straight cutsWe redrew the outline in straight cuts and notched the ear.
New icon
New iconThe new icon: the knight completed by one square of the board.

System · 2025

We took colour from the mark and gave it to the flavours: graphite on cream for the icon, a patchwork for the range.

Positive and negative
Positive and negativePositive and negative side by side, like two squares of the board.
PaletteThe rebrand palette, swatch by swatch, then the labels that carry it.
Patchwork, version 01
Patchwork, version 01The tins' checks became a patchwork: checks, halftone and weave in colour.
Patchwork, version 02
Patchwork, version 02The same patchwork, in grey.

Applications · 2025

We chose to alternate light and dark like board squares on every piece, and to give each flavour an illustrated chess piece.

  • Tea-bag tag — We set the tea-bag tag in four positive and negative combinations.
  • Cart — We carried the board onto the cart's panel.
  • The tag in use — The new tag hanging from the glass.
  • Cards as a board — We alternated light and dark pieces like chess squares.
  • Boxes — Light and dark boxes, the new icon on every lid.
Tea-bag tag · Cart · The tag in use · Cards as a board · Boxes
Dieline to pouchDieline, front, the three labels and the finished pouch; then version 02.
Hazelnut and vanilla label

Hazelnut and vanilla label

Hazelnut and vanilla brings back the icon's knight, now illustrated in colour. In version 02 the patchwork turns grey and colour stays on the label alone.

Pouch line-upThe three flavours line up: version 01, version 02, the sticker version.

Product · 2025

For Christmas 2025, a limited-edition landing page: the tin in the snow, a carousel pinned to the scroll, the wordmark below.

Chádrez wordmark
Chádrez wordmarkThe store's wordmark stayed through the 2025 rebrand, and the landing closes on it.

Results

  • Custom Liquid Shopify store, live since 2024

  • Catalogue with product pages, brewing video and side cart

  • 2025 rebrand: new icon, visual system and packaging

  • 2025 Christmas landing page online as a demo, at chadrez-lading-page.vercel.app

Credits

Shopify store (2024)
Ressolv
Rebrand and packaging (2025)
Ressolv
Christmas landing page (2025)
Ressolv
Visit the storeView the preview

Next project

Rodrigo Baraldi — Personal Brand Landing Page

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