The visual identity and typography aimed to convey the superior tea house's quality while infusing a human touch reminiscent of the essence of the tea world. Lateral, from the Schick Toikka type foundry, was chosen as the primary typeface for its clarity and subtlety. A secondary typeface, Cucina, modernised traditional aesthetics and added a contemporary charm while maintaining a consistent identity.

The tone shifted towards a brighter and gentler side in their 10th-anniversary tea boxes. Cucina played a more prominent role in the packaging design, and an italic style was introduced to emphasise the "ten" aspect, infusing the design with a playful and elegant touch.

Teema's mission to revitalise tea culture in the Nordic region moves away from the stereotypical visual elements associated with the world of tea. This philosophy extends to the colour palette of the visual identity. Traditionally, green dominates the visual identity of tea brands. However, in Teemaa's new visual identity, green has been discarded as the primary colour in favour of a broader, more diverse range of shades.

Teemaa's extensive colour palette, comprising ten distinct shades, is thoughtfully aligned with various tea categories, such as green and red teas. This presents a vibrant spectrum of colours that mirror the diverse offerings of the tea house, including nine different tea types, blending both vivid and muted tones. The anniversary campaign shifted the focus towards the brighter and more approachable shades within the colour palette; the red tea, for instance, transformed, with its characteristic colour brightened to evoke energy and a sense of joy. To maintain a harmonious packaging design, the vibrant magenta red was paired with a softer shade of purple, representing the Chinese "pu'er" tea type.