INFINITEA
Soberly speaking… this might just be the most exciting thing to happen to tea since boiling water. Raise a glass to curiosity, craft, and a client brave enough to say: make it a bit mad.
Background
Sparkling tea is turning tables, quite literally. With booze out and botanicals in, new rituals are bubbling up. Infinitea blends de-alcoholised Chardonnay with cold-brewed tea to create a drink that’s part fine wine, part mad hatter tea party. It’s bold, curious, and unapologetically non-alcoholic.
Brief
Invent a brand as daring as the drink itself. One that doesn’t just sit politely on the shelf, but speaks up at the table. The goal: create a name, identity and story world that repositions “alcohol-free” from compromise to conversation starter. No clichés, no detox language. Just pure fizz with flair.
Solution
We named it Infinitea, a twist of elegance and eccentricity. Then came the cast: The Duke of Blacktea and The Duchess of Rooibos, characters with as much presence as the product. The visuals? A surrealist mashup of AI-driven opulence, where baroque meets bold. The logo? Flipped, literally, as a nod to traditions turned on their head. From packaging to tone of voice, the brand became a universe of curious bubbles, gourmet rebellion and zero-alcohol audacity.
Behind Infinitea lies a moment of inspired madness – and a very sober vision. We developed everything: name, identity, bottle design, tone of voice, even the noble characters behind each flavour. The result is a sparkling tea that doesn’t ask for permission. It sits confidently next to wine, not behind it.
This isn’t your granny’s tea party. It’s Alice in Wonderland gone gourmet. And a toast to turning things upside down.
Renderings: Thomas Werle
Tea with bubbles? Wine without booze? Oh, the audacity! How very Vivienne Westwood meets afternoon tea.
Soberly speaking… the rules are being rewritten
Drinking is no longer synonymous with alcohol. For a new generation of taste-conscious, clarity-first drinkers, the ritual has changed, but the expectations haven’t. They still want complexity. Atmosphere. Style. Just without the booze. That’s where Infinitea comes in: part wine, part tea, all attitude. Sparkling, alcohol-free, and rich enough to raise eyebrows and glasses.
“When I saw the first designs, I thought: these are completely crazy, which is exactly right. Ruska Martín has turned an idea with zero alcohol into a concept with 100% character. INFINITEA is exactly what the market needed: different, bold, beautiful.”
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