authtea.com  ·  Brand Direction C

Heritage Tea House,
Rebuilt for a New Mountain.

A modernised British tea-merchant crest carrying the story of the Wuyi cliffs — rock strata below, a living sprig above. Quiet luxury, provenance first.

Wuyi Rock Tea · DTC UK / US / EU Market XMG · Hong Kong
01 — Concept
The Idea / 概念

“From the cliffs of Wuyi to the rituals of the modern table — authtea trades in one thing only: tea that is true.”

一枚为古老中国山而做的现代英伦徽章。取 Fortnum & Mason 式纹章的信任感,减去欧洲符号,把武夷的“岩骨花香”直接画进图形:四层台阶是丹霞岩层(岩骨),岩上茶芽是花香。 EST. MMXXVI 的罗马数字,是新一代老字号的宣言。

HeritageProvenanceComposed Craft & RitualQuiet LuxuryTrue to Origin
02 — Logo Suite
The Crest & Wordmark / 标识体系

Roundel crest: tea sprig rising from Danxia strata, ringed by “Authentic Tea · Wuyi Mountains · MMXXVI”. Hand-built SVG, favicon- and foil-ready.

Primary — Horizontal AUTHENTIC TEA WUYI MOUNTAINS · MMXXVI AUTHTEA WUYI ROCK TEA · EST. MMXXVI
Crest — on dark AUTHENTIC TEA WUYI MOUNTAINS · MMXXVI
Stacked AUTHENTIC TEA WUYI MOUNTAINS · MMXXVI AUTHTEA WUYI ROCK TEA · EST. MMXXVI
Mono — foil / engraving AUTHENTIC TEA WUYI MOUNTAINS · MMXXVI AUTHTEA WUYI ROCK TEA · EST. MMXXVI
Favicon — browser tab
authtea | Wuyi Rock Tea
48 / 32 / 16 px
03 — Palette
Colour / 色板

Heritage Green grounds the brand; Danxia Ochre is the single spark; Brass only ever appears as line and foil — never as a fill.

Heritage Green
#1E3A2A
Primary. Crest ground, header & footer, primary buttons, caddy body. 主色。
Danxia Ochre
#A04428
The one accent: CTA, price, origin marks. ≤1 per screen. 丹霞赭红,唯一跳色。
Brass
#C2A059
Foil language: crest rings, rules, icon strokes. Never body text. 烫金线条。
Ink
#1B1A17
Body text, wordmark on light grounds. 正文与字标。
Cream
#F4EEE1
Brand paper — page sections, labels, reverse text on green. 品牌纸底色。
Paper
#FBF8F1
Cards, inputs, quiet surfaces. 卡片与输入框。
Stone
#7A7263
Secondary text, captions, placeholders. 次要文字。
Deep / Tint
#152A1F · #EFE6D2
Hover depths & soft tints of the core hues. 衍生的深浅层。
04 — Typography
Type Pairing / 字体配对

Cormorant Garamond speaks of engraved signage and tea-caddy labels; Inter keeps the shop fast and legible. Both on Google Fonts.

Display — Cormorant Garamond 600
Aa
The rock has a voice.
岩骨花香 — bone of rock, breath of flower.

Da Hong Pao · Shui Xian · Rou Gui — names that deserve a serif with a memory.

Text — Inter 400 / 500 / 600

Grown on the weathered tuff of the Wuyi gorge, roasted over charcoal in nine patient rounds. This is yancha — cliff tea — and it asks only for water just off the boil and four minutes of your attention.

Display 48Wuyi Rock Tea
Title 30The Nine Roastings
Card 20Shui Xian · Old Bush
Body 16Free UK delivery over £40. 正文。
Caps 12Authentic Tea · Est. MMXXVI
05 — In the World
Packaging Mood / 包装氛围

Matte green caddy, brass foil lid, cream paper label with a gilt keyline — the crest does the talking at shelf distance.

Da Hong Pao
Wuyi Rock Tea · 大红袍
Charcoal Roasted
Net Wt. 50 g ℮
authtea.com
Shui Xian
Old Bush · 老丛水仙
Wuyi Mountains
Brew 95°C · 4 min
Harvest 2026
06 — On the Web
Storefront Hero / 网站氛围

The strata motif steps out of the crest and becomes a layout device — here as the hero's right-hand sculpture.

https://authtea.com

Tea, the way
the mountain intended.

Single-origin yancha from the Wuyi gorge — charcoal-roasted, traceable to the cliff, shipped from our own tea house.

Shop the Harvest Our Story
07 — Interface
Buttons & Cards / UI 元素

Near-square corners, hairline borders, almost no shadow — restraint is the luxury.

Buttons & Links

Add to Basket Shop the Harvest
New Harvest
Rou Gui · 肉桂
Cinnamon bark, mineral finish — Zhengyan core zone
£24.00 ★★★★★ 4.9