Guide to becoming a tea expert with Palais des Thés

While exploring Palais des Thés’ branding, I noticed a strong emphasis on communication, the latter through different channels. Thus, the customers can have access to a lot of various contents online, allowing them to feel closer to the brand, understand their vision and products better but also educate themselves on tea culture.

This brand communication perfectly fits with the founder’s main objective which was to democratize the knowledge of tea.

The ancestor, “Bruits de Palais” (“Sounds of tea”) magazine

Released in 1994, the very first “Bruits de Palais” magazine (“Sounds of tea”) presents itself as one page, black and white, with pictures and maps dancing around the columns.

The tea lovers can go back in time to consult these vintage pages, which have been scanned and uploaded online, to the delight of all.

As you can probably imagine, it has changed considerably since the first release. Not only visually, but the content is much richer and more detailed. All editions are available for free online. From a single page to 39, the revue explores various subjects, adding numerous colored photographs, informational drawings and graphs.

The founder takes us on his journey with the blog “Chercheur de thé”

He roams the tea plantations all over the world and documents his findings and trips in this personal blog, associated to Palais des Thés. By providing a close-up on the products’ origin, the customers can have a higher trust into the brand and its ethics involvement.

Since 2010, he has been sharing his experiences and encounters with locals, to share his passion.

The blog proposes 5 different categories, demonstrating a 360° approach : countries of tea (20 countries), the process “from plant to the cup” (how it is planted, harvested and consumed), portraits of personas he met on his journey, sustainable development and organic farming and finally, tea and gastronomy.

From reading to hearing with the “Un Thé, Un Voyage” podcast (one tea, one trip)

Starting in 2020, posting every 2 other weeks, to get an immersive experience, you can put on your headphones, close your eyes and let the speakers guide you through their discoveries across the world.

There are currently 2 seasons available online. Each episode lasts between 16 to 32 minutes, a perfect format to capture the listener’s attention long enough.

One can learn about the different type of teas, the specifies of certain teas depending on where they are from but also how you can associate tea with food, whether it is chocolate or cheese !

« A lifetime is not enough to know tea » - François-Xavier Delmas.

Daphnée KORKMAZ