Somerset-based tea producer Miles has updated its packaging design across its range of teas, with the introduction of a new look that more pointedly reflects the brand’s origins.
The colourful new design – incorporating a bright yellow sky across all of Miles’ variants – retains its signature elephant emblem, on top of a westward pointing weather vane that more prominently fuses the tea’s provenance with the brand’s West Country heritage.
An origin plate emblazoned with the town name Porlock, a stamp design that reads “blended by the coast in the West Country”, and the inclusion of several seagulls in flight represent the tea’s production in West Somerset. A plaque with the tea producer’s year of establishment gives a further insight into the brand’s extensive history.
The new design will be introduced across Miles’ original, Earl Grey, Fairtrade, decaffeinated, redbush and Smugglers Gold blends in existing stockists. The new look will be accompanied by an 80-count pack of Miles’ decaffeinated teabags, which adds to the existing 40- and 240-teabag formats.
The company has partnered with Paignton Zoo in Devon to launch its new branding, reflecting the park’s work in the conservation of African elephants.
Third generation Miles family member Derek Miles said: “The thought of having the opportunity to come face to face with an elephant at Paignton Zoo is very exciting. This is such a privilege; I never thought I would be able to meet an elephant here in the West Country.”
And a spokesperson for the brand added: “Our previous range was made up of a mix of designs and logos. Some changed a couple of years ago and others have not been looked at for a decade. We have invested in rebranding our business across the whole range, becoming available over the next few months.
“We are going to leave no stone unturned. Every part of our business will be revamped in time, including our enveloped teabags, retail coffee, instant coffee and hot chocolate.”
© FoodBev Media Ltd 2024