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PLENTEAFUL TALE Place making and destination branding for a luxury tea estate

Some stories start with a paean. Our adventure here starts with a poetic tribute (but alas! that comes anonymous).

A Loving Recipe for a Perfect Cup of Tea. 1 Willing friend who loves to sit and share. 1 Grateful heart to have a friend that cares. 1 Beautiful garden to show us God is near.
Many wonderful memories of times shared throughout the years. Lots of smiles and laughter to brighten up our days. Many prayers that we prayed for each other along the way.
I’m so blessed to have a friend like you to share in everything I do. For one special friend sharing a special cup of tea truly makes this a perfect recipe. - Anonymous

The cup runneth over.

Chances are you wouldn't have heard of the name Makaibari. But if you are an AAA+ tea lover, then it's a bit of a blemish on your credentials. For Makaibari is home to the oldest Tea estate in the world. It goes right back to a vintage 1859. It is also the first estate to be certified organic in 1988.

“Some people will tell you there is a great deal of poetry and fine sentiment in a chest of tea.” – Ralph Waldo Emerson

When we started on this adventure and after having gulped through a million cups since the time we said good mornings, even we had less of an idea. And that made this place making & place brand adventure all the more joyful.

Fashionable by Nature

A land where the sunlight changes its clothes from a watery pink to warm auburn as the world turns. With the mist as an accomplice, splicing the light and sprinkling it on the most magnificent tea estates.

Makaibari is an adjective that stands for a preserved, permacultural way of life that sustains and nourishes. Like tea, it is regenerative and conscious.

But before that, Darjeeling!

Steaming in through green acres

Yes that land of clean air, fresh mornings, chugging trains and the unmistakable Raj hangover. Did we miss something in that rather vivid introduction? Yes of course. The reason for which Darjeeling is a morning affair for the beverage connosieurs of the world.

“Teaism is a cult founded on the adoration of the beautiful among the sordid facts of everyday existence.” – Kakuzo Okahura, The Book of Tea

The most prized, delicate and upmarket teas in the world have been raised and born in Darjeeling, a land that is guarded by the eastern Himalayas and given much nature-love.

Painted with a green abandon

And here lies the reason for our trek to the lovely Makaibari.

To position, brand, design and market a luxurious resort set amidst a 19th century tea estate.

Envisioning & strategy

Brand positioning

Design

Branding

Storytelling

Afternoon tea is an English custom that started in the 19th century by the Duchess of Bedford.

Content development

“There are few hours in life more agreeable than the hour dedicated to the ceremony known as afternoon tea.” – Henry James

Integrated marketing

I am glad I was not born before tea.” – Sydney Smith, A memoir of the Rev. Sydney Smith

This plenteaful tale is about our adventure, to position, brand, design and market a luxurious resort set amidst a 19th century tea estate. An adventure by folks united by our love for places, people & culture.

“I must drink lots of tea or I cannot work. Tea unleashes the potential which slumbers in the depth of my soul.” – Leo Tolstoy

Making places matter

Lokall is a collective of experienced professionals, experts and practitioners of place making, product development, experience design, culture, branding and storytelling. The team has helped build award winning destination brands for global markets & audiences. Our team also includes design thinkers, coders and technology architects who help you with digital transformation of your tourism experience.