Executive Summary

This project proposes a strategic brand extension for Diptyque, introducing a grab-and-go loose-leaf tea collection designed to complement the brand’s fragrance portfolio and deepen the sensory experience for existing customers. Diptyque has built its identity around storytelling through scent, combining fragrance, art, and lifestyle rituals. By expanding into premium loose-leaf teas, the brand can translate its expertise in olfactory storytelling into the taste category, creating a multisensory ritual that connects scent, taste, and wellbeing.