Founded in Melbourne, T2 built its stores around the sensory experience of the customer, including a “smell table” where customers could sample tea on arrival. But with more than 200 products on the shelves, a tea discovered at the table was hard to find again in the immersive stores. Working with the T2 team, we observed customers, surveyed store teams and developed a signage strategy to help people navigate for themselves. The answer brought scent to the shelf: a sampling tin nested in each product sign, alongside name, price, formats and flavour notes in a strict graphic hierarchy. Each sign is an engineered component of clear acrylic, fabricated steel and magnetic, interchangeable graphics, its proportions set by T2’s existing shelving. The system was rolled out across T2’s Australian stores as well as pilot sites in the United States, including Brooklyn and New York.