Case Study: Paper & Tea GmbH

A flourishing company such as PAPER & TEA necessitates dependable communication tools. Transparency in responsibilities and a clear overview of deadlines were essential prerequisites for effectively coordinating operations across all stores. BridgeFlow provided invaluable assistance in introducing Asana, adjusting the tool flexibly to the unique requirements of the company.


Quick Check


  • A company in the growth phase
  • Communication processes in need of improvement
  • Intensive training sessions
  • Flexible customization of the Asana tool


  • Increasing transparency and efficiency,
  • Enhancing the reliability of timelines,
  • Defining clear responsibilities,
  • Visualizing of workloads.

Time Frame:

  •  4 Months


  • Improving understanding of task organization and structure,
  • Increasing transparency,
  • Enhancing planning and implementation of marketing campaigns,
  • Defining clear responsibilities.

The Challenge

The company PAPER & TEA is currently in the midst of a rapid growth phase. In 2022 alone, the dedicated team managed to open seven stores in just eight weeks. The vision of conveying the tea experience through concept stores in additional European countries comes with immense challenges.

Paper and Tea

Communication and coordination with significant deficiencies

The main issues that Asana aimed to address were diverse, primarily revolving around communication and coordination processes. Unclear responsibilities resulted in duplicated or sometimes completely absent communication. The challenge of pinpointing a single person or department responsible for these issues made the matter even more complex.

Furthermore, there were difficulties in keeping track of deadlines due to the use of various different tools. Thus far, cooperation between departments had been challenging to orchestrate. The recognition of the need for action had been present long before the decision to adopt Asana, although the issue had not been aggressively tackled. COO Christian Hettinger was one of the pioneers who advocated for addressing these problems.

Make collaboration more transparent and efficient.

The main goal for implementing Asana was to make collaboration within teams and the company more transparent and efficient. All tasks, projects, and processes needed to be organized and managed in a clear manner. This transparency was intended not only to improve communication but also to increase the reliability of timelines. In this way, team members can precisely track who is responsible for which tasks and monitor the progress that has been made.

Another requirement was a comprehensive visualization of workloads, especially in projects with competing timelines. Asana was expected to elevate overall business processes to a new level and accelerate professional workflows. Significant emphasis was placed on assigning clear responsibilities, which can be better defined and communicated through the platform. Asana became the cornerstone of company-wide collaboration, aiming to establish standardized work practices. The introduction of Asana aimed to achieve the following outcomes:

  • Faster implementation of professional processes
  • Introduction of a central project management tool
  • Clarity in assigning responsibilities
  • A tool serving as the basis for collaboration throughout the company
  • Standardized work practices
  • Design, implementation, and documentation of processes in Asana
  • Increased productivity
  • Conservation and effective utilization of resources
Paper and Tea Store




As COO, Christian Hettinger is involved in all areas – People and Organization, Services and Finance, as well as Brand Development of P&T. Together with the Head of IT-Operations, Raphael Wozniak, and Anna Ebenbichler, he acted as the main driver for the implementation of Asana on behalf of the company. Additionally, various other departments of the company were also involved.


The rollout proceeded systematically with the Asana tool, which was adapted very flexibly to the company’s needs during execution. The analysis phase required four months with an agile approach. The entire consulting process also lasted four months.


Through training sessions with BridgeFlow, a deeper understanding of the various levels such as tasks, subtasks, projects, and portfolios was developed, leading to a more efficient and structured way of working within the company.

Christian Hettinger

“The collaboration was conducted on an equal footing. Hari Arti excellently engaged with the needs and different levels of the participants. The scheduled appointments served as a framework within which various questions were addressed.”


Christian Hettinger, COO



Transparency and integration extended to the stores

The implementation of Asana led to significant improvements in workflow. One of the notable advancements was the enhanced understanding of task organization and structure among individual employees. Asana’s intuitive user interface greatly facilitated onboarding and promoted transparency in collaboration. Moreover, integrating employees in the stores enabled seamless communication and coordination across the entire company.

Improved coordination for successful marketing campaigns.

The most significant changes resulting from the use of Asana were observed in the Brand Studio and the Retail team. In the Brand Studio, Asana facilitated the efficient implementation of the company-wide Brand Calendar. Team members can now better coordinate their tasks and projects, leading to improved planning and execution of marketing campaigns.

Increased efficiency in retail operations.

In the Retail team, Asana effectively managed information and tasks directed to the stores. This resulted in smoother communication between the central team and individual stores, consequently enhancing efficiency in retail operations and enabling a more consistent customer experience. In both departments, Asana contributed to optimizing workflows and significantly improving overall performance.

Eine agilere und effektivere Organisation

The use of Asana has led to a variety of achieved goals within the organization, making it difficult to define the exact extent as Asana is heavily utilized in various areas. 

The key results include:

  • Revitalization and optimization of processes. Asana often serves as the first response when it comes to revitalizing and streamlining workflows.
  • Given the varying levels of expertise within the team, the high speed at which work is done, and the ongoing scarcity of resources, the main goal that could be achieved with
  • Asana was creating transparency. The platform allows for clear definition of tasks and responsibilities, real-time progress tracking, and quick identification of bottlenecks.


This results in better control over projects, with resources being allocated more efficiently.

Overall, the use of Asana has made the organization more agile and effective.



“Bridgeflow understands how to immerse themselves in the requirements of customers beyond mere application consulting, not only taking a high-level view but also actively participating in shaping the details.”


Christian Hettinger, COO

P&T Paper & Tea GmbH operates Concept Stores where the tea experience is celebrated. Branches currently exist in Germany, Austria, and Switzerland, with additional openings planned in the Netherlands, Belgium, Denmark, and Norway. The first store was established in Berlin-Charlottenburg in 2012, followed by another store in Berlin Mitte in 2014. Currently, around 30 people work for the company, which also supplies teas and accessories to retailers.


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De Beers

To optimize communication processes, we supported De Beers with comprehensive workflow analyses and tailored implementation of Asana. The success is evident within a short period, with impressive results.


We helped sharpen synergies for cross-country and cross-functional teams. The consulting approach during the introduction of Asana and the mapping of their own processes ensured a rapid adoption of the tool by team members.