Art Direction · Brand Extension
LE JARDIN DES VOYAGEURS
LE JARDIN DES VOYAGEURS
Extend Mariage Frères beyond tea by translating its heritage of travel, ritual, and discovery into a new brand experience.
THE CHALLENGE
Mariage Frères has built a distinctive universe around tea, shaped by centuries of heritage, rare origins, and the ritual of discovery. The challenge was to expand this world beyond the product without losing the history, refinement, and sense of wonder that define the Maison.
THE OPPORTUNITY
Travel has always been at the heart of Mariage Frères. Teas from China, Japan, India, and beyond are brought together in Paris, turning distant origins into a shared ritual. This creates an opportunity to transform that journey into a physical experience, allowing people to discover the cultures, landscapes, and botanical worlds behind each cup.
THE SOLUTION
An expansion inspired by Les Grands Jardins, evolving into Le Jardin des Voyageurs.
THE JOURNEY BEHIND THE TEA
Inspired by Les Grands Jardins, Mariage Frères’ collection of exceptional single-estate teas from India, China and Japan, celebrating terroir, seasonality and craftsmanship, the brand extension takes the idea of origin beyond the cup. Each tea becomes a gateway to the landscape, culture and botanical identity of the place it comes from.
LE JARDIN DES VOYAGEURS
This brand extension transforms the origins of Mariage Frères’ teas into an immersive botanical journey. Four gardens inspired by China, India, Japan and France bring together landscapes, rituals and cultures in one destination in Paris.
THE BRAND IDENTITY
Rooted in Mariage Frères’ Belle Époque aesthetic, the identity combines intricate detailing with a softer palette drawn from nature, bringing a botanical expression to the Maison’s rich visual heritage.
PRIMARY LOGO
LOGO VARIATIONS AND COLOR PALETTE
ILLUSTRATION ASSETS
THE COMMUNICATION
A new garden is coming to Paris.
The campaign unfolds as a botanical mystery across Paris. Posters, hidden coordinates and digital clues gradually reveal fragments of Le Jardin des Voyageurs, inviting people to follow the journey before discovering its final destination.
One month before the opening, Mariage Frères customers receive a mysterious postcard revealing hidden coordinates. Paired with a poetic clue, each invitation leads to a specific location within the garden, turning the launch into a journey of discovery.
AN INVITATION TO DISCOVER
THE JOURNEY BEGINS
In Spring 2026, Le Jardin des Voyageurs opens just outside the Bois de Boulogne, bringing Mariage Frères’ world beyond its boutiques. The discovery begins before arrival, with the nearest métro station transformed into a Belle Époque setting that sets the scene for what awaits.
INSIDE THE GARDEN
A BOTANICAL EXPERIENCE
TASTE OF THE GARDEN
The botanical world continues through a seasonal pâtisserie menu, where flowers, teas and ingredients from across Le Jardin are translated into delicate French creations. The selection evolves throughout the year, following the rhythms of nature.
THE SECRET GARDENS
At the gift shop, alongside Mariage Frères teas and branded merchandise, visitors can discover Les Jardins Secrets: miniature gardens pairing each tea with a botanical element from its landscape, bringing a living piece of the experience home.
