Fifteen years of building one of France's most iconic tea brands across Europe.
Kusmi Tea is one of France’s most celebrated tea houses — a brand with Russian imperial origins, a Parisian soul, and a global ambition. When we began working with Kusmi Tea, the brand was already well established in France but was looking to build its presence in the German-speaking markets with the same depth and cultural relevance it had achieved at home.
What followed was a fifteen-year partnership — one of the longest in our history, and one that shaped both the brand’s trajectory in Germany, Austria, and Switzerland and our own understanding of what sustained brand building truly means.
Our work encompassed the full spectrum of communications: from strategic media planning and integrated press relations to social media strategy, influencer partnerships, and the development of curated events and consumer experiences. We coordinated POS marketing campaigns, organised brand activations at key retail moments, and managed the communications around flagship store openings and expansion milestones.
Over fifteen years, Kusmi Tea became a recognised and loved brand in the DACH market — not as a French import, but as a presence with genuine cultural resonance. The editorial coverage spanned lifestyle, food and drink, and luxury press; the social media presence grew into a community with real engagement; and the retail footprint expanded into the right doors across all three markets.
A fifteen-year partnership is rare. It is built on trust, on consistent results, and on a shared belief that the best brands are built slowly, carefully, and with complete attention to every detail.