JING Tea: Reimagining What Tea Can Be
Tea has been a much loved ‘national drink’ for hundreds of years in the UK, an expected offering on any dining menu, but rarely taking centre stage or considered a memorable, innovative, luxury drink experience. JING is here to change that. The world of tea they’ve experienced for two decades is full of authentic innovators crafting extraordinary leaves in stunning origins, Michelin chefs discovering teas with the same reverence as fine wines and drinks experiences that elicit the sense of discovery of a memorable cocktail.
JING knows tea can be an extraordinary, authentic experience and their new contemporary, luxury identity reflects and supports this mission. The new design was unveiled at Intrepid Infusions, a multi‑sensory gallery exhibition that immersedd hospitality leaders, tastemakers and curious explorers in a reimagined world of tea.
A Brand Rooted in Craft, People and Place
JING’s new packaging brings to life the stories behind the unique gardens, people and traditions that have intrigued the team. The bespoke illustrations communicate the curious details and anecdotes from each garden and origin that come together to create each tea; from independent, maverick producers and rare craftsmanship to mist‑covered Chinese mountains and elephant corridors carved through gardens. The refined JING logo echoes the ritual and heritage of tea while presenting a modern mark that reflects the brand’s commitment to honouring tradition and elevating contemporary tea culture.
The result is a design-led commitment to storytelling that can turn a tea list into a journey, and elevate service into an experience. For hospitality teams, it offers a new – and memorable – way to communicate provenance with clarity and confidence, along with stunning teaware that creates serves that show off the beauty and delectably distinctive flavour of each infusion. A luxury experience.
The ‘A‑Ha’ Moment
At the heart of JING’s evolution is a mission to shift perception. Tea can be luxurious, intriguing and deeply flavourful. JING’s Head of Tea samples thousands of teas each year, selecting the ones that are truly special, teas of purity and character that match the origins from which they are sourced. When prepared correctly, these teas create what JING calls the “a‑ha moment”: the instant someone realises they are tasting tea as it should be, “I never knew tea could taste like this”. JING has also innovated solutions to make it easy for hospitality to meet the growing demand for high quality chilled tea drinks, with concentrated infused teas and simple, elevated recipes. This quality, innovation and passion to bring to life what makes tea interesting is the foundation of how JING partners with hospitality, focusing not just on serving tea but on creating memorable experiences.
An Invitation to Hospitality
JING invites hospitality operators to discover what tea can truly be. For enquiries: sales@jingtea.com.
Discover the range at jingtea.com
