Showcasing the Theatre of Tea

Good & Proper


Good & Proper set out to give the mighty cup of tea the platform it deserves. In a market where coffee dominates the high streets, Good & Proper wanted to expand their brand to offer consumers the same attention to detail when preparing the humble cup of tea.


We worked together to create a bright feel for the brand’s first stand-alone store, focusing on the customer journey. We wanted to define how people experience the Good & Proper brand from entering the space through to leaving with their tea.


This is their first venture onto the high street for the brand, watch this space to see the brands continued growth.