Harney & Sons Fine Teas

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Brewing a strong relationship with a world renowned tea company

THEMES OF HISTORY AND ENJOYMENT OF TEA MAKE GOOD TEA A GOOD READ

Harney & Sons make it their mission to educate and excite their customers about the huge variety of flavors, looks, sensations and experiences to be found in their remarkable array of fine teas. Ashworth Creative and the Harney family enjoy our collaborations and as the catalog grows in pages, the scope of what we can accomplish also increases. This year we filled 72 pages to engage our audience with stories from the origins of tea in China, then Japan and its spread around the world. At the same time, we wove in the experience of tasting and enjoying Harney tea. A short story about Jasmine tea, puzzles involving tea, recipes, and in-depth product stories make it a “magalog,” a hybrid between a magazine and a catalog. This catalog has won a platinum MarCom award and been well received by Harney fans and new adopters.

Harney print catalog

TEA LOVERS LOVE TO READ ABOUT TEA

Ashworth Creative has worked with Harney & Sons Fine Teas since 2010 when Ashworth designed catalogs, suitable for both print and online distribution and taking an educational approach to the world of Harney & Sons Fine Teas. Harney returned to Ashworth in 2016 and working closely with the family members who manage the successful tea enterprise, we developed a new magalog format. Blending strong visuals and good content, the tea catalogs have become very popular.

Harney family
Collage of 4 spreads from Harney catalog

THEMES AND FLOW HOLD ATTENTION IN LONGFORM PRINT PIECES

When we begin a long form piece, the first step is to layout a pagination document that enables us to see where the stories and content will eventually be placed. Working with the client marketing department we explore overarching themes for the particular catalog so that the piece has an internal logic that makes it a more in-depth read for the consumer but handled in a light and entertaining way. Once content is settled we create stories both visually and verbally and look for bright ideas that will make large amounts of subject matter interesting, entertaining and motivating to the reader. Harney has more than 300 teas, pure teas, blends, and flavored teas that are the particular art form of the Harney family. When a client has 300 fascinating products, we’re never short of material and can explore the extraordinary history and culture of tea in many different ways.

Harney catalogs

THE TAKEAWAY

“So I finally got around to exploring the latest Harney catalog and want you to know it’s probably the best tea catalog I’ve ever seen. Starting with the astonishingly sophisticated collection of teas offered, I think the catalog gets an A Plus in every respect— The photography, your writing, variety of interesting lines (Royal Palaces, etc.) and all the rest. Please tell all concerned they have reason to be proud of this work.” – James Norwood Pratt, a world renowned tea connoisseur

Glass of iced tea with yellow straw
Collage of 4 spreads from Harney catalog