I recently purchased and had delivered some tea from Australian tea merchants T2.
These guys have a very deliberately designed web and physical store experience as befits their premium offering.
You can buy any old tea in the supermarket for less than five dollars. These guys charge twenty dollars. How do they do it?
Well, the tea is excellent, no question but they have transcended the product by also selling an experience.
This video documents the well designed T2 unboxing experience from the perspective of a customer.