Demmers Teehaus

Concept & Objectives

The concept was designed to transform the brand's physical location into an experiential community hub, positioning Demmers not just as a tea retailer but as a cultural gathering point for wellness-oriented urban audiences. Beyond the technicality of fermentation, Kombucha CONNECT served as an open invitation to socialization, fostering authentic human connections in a curated environment. Central to the concept was also the promotion of Demmers teas as a complementary ingredient in home kombucha brewing, bridging the gap between retail and ritual.

The event concept was developed in collaboration with @backyardfeyries, a kombucha enthusiast and former Demmers Teehaus Cluj employee, and specialized dietitian Evelin Papp — who also served as the vocal hosts of all three workshop editions.

The campaign's objectives were to build a loyal local community and drive sustained foot traffic through a recurring series format. Spanning three distinct editions, the initiative saw remarkable market resonance, with all sessions reaching 'Sold Out' status via the iabilet.ro network shortly after launch. This success reinforced an ongoing relationship between participant and brand, anchored by a take-home Starter Kit containing a live SCOBY culture and Demmers tea — ensuring the brand experience continued long after the event ended.

Concept & Objectives

Timed strategically with the Transilvania International Film Festival (TIFF), this activation placed Demmers at the heart of the city's cultural peak. Since TIFF 2024 celebrated Japanese cinema through its "Focus Japan" section, the Matcha Reels Festival served as a perfect cultural bridge. The campaign transformed the Unirii Square location into a creative hub, inviting cinema lovers to document their "matcha journey" through Instagram Reels, successfully amplifying brand awareness and foot traffic.

Mechanics & Impact

This activation focused on User-Generated Content (UGC). Participants turned into brand ambassadors, competing for three curated prizes: the Best Reel (Complete Matcha Set), Best Scenario (100g Matcha), and Most Popular (50g Matcha). The campaign achieved high digital engagement, reinforcing Demmers as a vibrant, modern destination perfectly synced with the city's cinematic pulse.

Concept & Objectives

The Spring Wellness campaign was designed as a holistic seasonal activation, positioning Demmers Teehaus as an essential partner in personal wellbeing. To promote a curated selection of four seasonal teas, we developed a strategic framework divided into three functional categories: TONUS & FOCUS, DETOX, and RELAX. The objective was to offer customers a structured routine, centered around specially designed collection boxes containing three teas—specifically selected for morning, noon, and evening consumption.

Mechanics & Collaboration

To bridge product functionality with professional expertise, we collaborated with specialized dietitian Evelin Papp, who served as the campaign's expert voice. A central pillar of the activation was the "Capsula de Ceai" (The Tea Capsule) series—five educational Reels where Evelin explained the specific health benefits of each blend. The campaign's visual presence was amplified by a large-scale hero poster displayed on the Demmers storefront, creating a seamless transition from street-level awareness to digital engagement.

Execution & Impact

The project was a multi-agency effort in high-quality content production: the Reels were filmed by Corina Ureche and post-processed by Oaza Advertising. Through custom-designed product labeling, gift packaging, and expert-led digital storytelling, the campaign successfully transformed a seasonal product launch into an educational wellness journey, resulting in high engagement and a strengthened authority in the premium tea market.

Concept & Objectives

For the 2024 edition of Jazz in the Park, held in the idyllic setting of the "Traian Vuia" Ethnographic Park, Oaza Advertising took full creative and operational lead on Demmers Teehaus' presence. Our objective was to create an immersive festival oasis within "Livada", blending the brand's refined aesthetic with the relaxed, soulful atmosphere of the event. We managed everything from the initial strategy and on-site signage to complex brand activations and comprehensive digital communication.

Execution & Storytelling

Our team delivered a 360-degree service package, including specialized product labeling, easel-mounted menus, and a complete content strategy. Through professional videography and a series of high-energy Reels, we captured the essence of the festival, ensuring the Demmers experience resonated both among the trees of "Livada" and across all digital platforms. To ensure a unified brand presence, we also designed the custom apparel worn by the entire festival staff and service team.

Concept & Objectives

For the 2025 edition of Jazz in the Park, held across three days in the enchanting setting of the "Traian Vuia" Ethnographic Park in Cluj-Napoca, Oaza Advertising took full creative and operational lead on Demmers Teehaus' festival presence. Our objective was to build an immersive brand universe within "Livada", the orchard area of the park, where the brand's refined, botanical aesthetic could breathe freely alongside the soulful, laid-back spirit of the festival. We owned the project from the initial strategy and visual identity deployment to on-site signage, brand activations, apparel design, content production and social media communication.

Activations & Engagement

Content Production & Social Media

Oaza Advertising produced the full content strategy and social media calendar for the festival period, delivering a complete Instagram presence for Demmers Teehaus across all three days and beyond. This included professional videography and high-energy Reels capturing the stand atmosphere, product close-ups, workshop moments and festival vibes. With select photo and video inserts contributed by emerging photographer and videographer Antonia Mitrașcă. The content series covered: festival presence promo, activation mechanics, drinks and food promos, workshop announcements and a full festival recap Reel.

Concept & Objectives

Each poster is designed to work at street level — bold enough to stop foot traffic, refined enough to reflect the brand's premium positioning. The campaigns rotate to reflect the brand's calendar: seasonal product launches, recruitment drives, festival announcements and editorial lifestyle imagery. Every execution is tailored to the light box format, accounting for backlit color behavior, legibility from a distance, and the architectural character of the building itself.

The result is a consistent, high-visibility communication channel that keeps the brand present and relevant on the street.

Concept & Objectives

The 2024 Summer Vibes menu needed a visual identity that could carry the warmth and lightness of the season while staying true to the brand's premium, tea-house character.

The cover design draws on a minimal illustration system: a hand-drawn sun, flowing waves and birds in flight, rendered in yellow and turquoise against a deep burgundy ground. The tagline Proaspete, Tonice & Aromate, Gourmet sets the tone before the menu is even opened.

Inside, the three sections follow a clean typographic hierarchy that makes navigation effortless, while small botanical and seasonal accents maintain the editorial warmth established on the cover.

Concept & Objectives

Demmers Teehaus Cluj needed a set of in-store communication cards to draw attention to key products directly on the shelf. Each card carries a short, punchy message designed to guide customer choice and create moments of discovery throughout the space.

The visual system mirrors the seasonal menu identity: deep burgundy backgrounds, the same illustrative icon language and a bold typographic treatment that makes each card readable at a glance from across the room. Placed directly on the shelves among the products, the cards turn a retail display into a curated, voice-led experience.

Concept & Objectives

Matcha carries a philosophy, a ritual and a century-old Japanese tradition. For Demmers Teehaus Cluj, Oaza Advertising developed a cohesive print communication system designed to educate, convert and retain customers around the brand's premium matcha range.

First, a set of shelf labels for three matcha varieties: Organic Vintage Matcha, Organic Matcha Gourmet and Organic Matcha Zen (for cooking), each with a distinct visual identity tailored to its product personality. Front labels balance editorial design with clear product naming; back labels carry all required legal and technical information in a clean, legible format. Both faces are designed to work on the kraft pouch format native to the product line.

Second, a tri-fold brochure, "Universul Matcha", serving as an in-store educational tool and take-home piece. The brochure covers the history and tradition of matcha ceremony, the science of cultivation, preparation instructions and the health benefits of regular consumption. Written and designed to feel like a premium editorial insert rather than a product leaflet, it positions Demmers as a knowledgeable, trustworthy authority in the matcha space.

Third, a Matcha Discount Card, distributed to participants at the matcha workshops led by Aditza, Demmers Cluj manager. It serves as a data collection tool and community-building touchpoint, inviting customers to share their contact details and connect with the brand beyond the transaction.

Concept & Objectives

Japan's green tea tradition is one of the most nuanced and culturally rich in the world. For a brand like Demmers Teehaus, communicating that depth at shelf level is both a responsibility and an opportunity.

We designed a complete label system for five premium Japanese BIO green teas: Bancha, Sencha, Kukicha, Hojicha and Genmaicha, each distinct in character, each deserving its own visual identity within a cohesive collection. The design language draws directly from traditional Japanese visual culture: hand-painted cherry blossoms, geometric mon patterns, ocean waves in the Hokusai tradition and layered botanical illustration.

Front labels balance decorative richness with clear product hierarchy: variety name prominent, origin and quality tier immediately legible. Back labels carry all required legal, technical and preparation information in a clean typographic layout that doesn't compete with the front face.

The full collection is displayed together on the shelf, where the five pouches create a considered, gallery-like retail moment.

Concept & Objectives

Cookielicious needed a labelling system that could live comfortably inside the refined, tea-house atmosphere of Demmers Teehaus Cluj-Napoca, without losing the warmth and personality of an artisan bakery.

The design system draws on a palette of warm creams, botanical greens and earthy terracotta, paired with expressive brand typography and hand-drawn organic illustration elements. Every product in the collection, from Matcha Cookie to Scones cu Bio Indian Chai, received a tailored color accent and motif that reflects its key ingredient, creating visual variety within a cohesive family.

Concept & Objectives

Labelling system designed to live directly inside the ice cream display: one card per flavour, positioned in front of each tub in the vitrine.

Each label was given its own colour identity rooted in the flavour itself: deep lavender for Lavandă & Afine, rich dark green for Matcha Cha Cha, warm chocolate brown for Ciocolată, clean white for Stracciatella. The brand typographic system remains consistent across the collection, anchoring variety within a single recognisable family. The result is a display that communicates flavour at a glance.

Concept & Objectives

The 2025 ice cream label collection marks an evolution of the display system developed the previous year. Where the 2024 series relied on colour as the primary flavour signal, the 2025 edition introduces ingredient-driven illustration: each label carries a bespoke graphic motif that visually narrates the key ingredient.

The result is a display counter that tells a different story at every tub: cohesive as a family, distinctive as individual flavours.

Concept & Objectives

During the winter season, the Demmers Teehaus Cluj display counter transforms: the gelato tubs give way to Maximilian Chocolat's hand-painted artisan pralines and the labelling system had to rise to match their craftsmanship. With over 20 distinct flavours in the collection, each label needed to function both as an ingredient card and as a small showcase for the praline itself.

The solution places a photograph of each individual praline at the centre of the card, turning the label into a miniature product portrait. A consistent layout with playful colour-dot accents and clean typography handles ingredients and allergen information without sacrificing visual warmth. The Demmers Teehaus and Maximilian Chocolat logos share the space as equal partners, reinforcing the collaborative nature of the offering.