Identity
A “House of Tea from Madeira” is a reference in the history of traditional five o’clock tea.
The existence of the “Monte Tea House” space culminates and reinforces the true history of traditional five o’clock tea in the parish of Monte – undoubtedly one of the best places to observe the bay of Funchal, Madeira, Portugal.
At oneline, we pay close attention to the past and origin of this place when creating its identity – MTH. We merged this tradition into the brand to pay homage to our ancestry.
This is why we believe that a natural and established feel of the design should portray tea in this place, combined with nature, as a perfect place and a way to relax and connect with each other.
Tradition with tranquility.
The mountain.
The tea.
The house.
Because in the past, this moment, appreciated by foreign tourists, was practiced at the end of the visit to Monte. We wanted to emphasize the long-standing tastes of Casa de Chá do Monte, inviting people to become local and experience the tradition together.
The identity consists of focusing on vertical lines, leaving very few horizontal lines. We believe that this relationship we have with nature consists of a flow, as we are part of it, and we influence each other in both directions. Since we cannot fly, visually this connection appears to be horizontal.
“When I start to draw, the whole story about the place comes to mind…”
Filipe Gomes
Monte is like a forest, nature, a mountain within a mountain. We decided to give up symbols for design and start working with typography. The letters are on a continuum, giving a warm and possessive feeling.