BRAND EXPERIENCE
POSITIONING & DESIGN

Engage meaningfully with shoppers.

Innovate — Design — Create
More We | Less Me
Imagine what we can design with more empathy and less ego.
Design with Empathy
Connect with the way people actually live and work.
LA FARGA shopping centre
An ageing shopping landmark gets a renewed sense of belonging to the community.
BHV / MARAIS department store
An iconic Parisian shopping destination re-positioned by bringing its Le Marais neighbourhood indoors.
LISEA railroad
Co-designing a new workplace with empathy leads to a Great Place to Work® win.
BNP PARIBAS personal finance
A digital lab to think differently: prototyping the future of personal finance.
See Work
Shu
Branding & Creative Director
"I encourage creatives to imagine charismatic solutions for brands. Infuse empathy into the transformation, and spice it up emotional convictions. I want each collaboration to be an impactful transformative experience."
Shu
Branding & Creative Director
"I encourage creatives to imagine charismatic solutions for brands. Infuse empathy into the transformation, and spice it up emotional convictions. I want each collaboration to be an impactful transformative experience."
Shoppers favour experiences designed for |
Design from Insights
Future-proof companies react to change: understand, adapt, engage.
Customer Centricity
Determine concept positioning for the way people live. Dweller visits reveal how shoppers actually perceive brands.
Concept Agility
Create formats that continuously adapt to change. Our composite concept module delivers value across multiple touchpoints.
Emotional Connectivity
Charismatic experiences spark feelings and sensations. Creativity combines the functional with hybrid irrational thinking.

We Offer Design Building Blocks

A framework of solutions, the core of our best practices.
Co-Design
  • Workshop
  • Training
  • Program Management
Innovation
  • Dweller Insight
  • Desire Map
  • Vision Roadmap
  • Value Program
Design
  • Concept Positioning
  • Composite Concept
Creation
  • Commercial Design
  • Interior Design
  • Merchandising
  • Digital
STICC framework is the Spice &amp; Tea Innovation Conception Creation framework for customer insight, journey mapping, concept positioning, innovation roadmap, design programming, concept design, commercial design, interior design, merchandising and digital design.><meta itemprop=
STICC® framework
Recipe for Success
  • Link people, brand and concept.
  • Design the concept, blend innovation and creativity.
Determine
Translate dweller speak into brand sentiment.
1
Define
Program concept positioning in space and time.
2
Design
Deliver complementary value across a portfolio of touchpoints.
3
Draw
Create impactful emotional connections.
4
See our solutions
People, Brand, Experience
Companies that focus on the experience people have with their brand do better. They see more footfalls, better brand equity, growing revenues and loyal advocates.
Beautifully designed nail bar called the nail kitchen Paris with white brick style wall design and a warm architectural solid oak table designed for an innovative experience in beauty design where the colourful packaging stands out on the clean gleaming white tiles. A very creative retail design of the iconic parisian BHV Marais department store remodel for Groupe Galeries Lafayette. A retail design concept in Paris by the best retail designers of the Spice &amp; Tea Retail Design Collective in Paris.