British tea brand Typhoo has unveiled a new packaging design and updated brand positioning in a move to re-engage with shoppers.
Created to appeal to a younger consumer, while avoiding the alienation of existing shoppers, the new design aims to highlight the brand’s heritage.
Packs feature a nostalgic update on designs of the past. Recognition of the brand’s history with more modern motifs make up the new logo; china cups juxtapose with carry mugs, electric kettles with traditional teapots. The brand has also incorporated a new slogan: ‘Coming Together Over Tea’.
Typhoo marketing manager Paulina Gorska said: “We are entering a really exciting new chapter for Typhoo. The brand has such a rich heritage and, for many households, remains a trusted member of the family.
“Our challenge has been to remain true to our roots and character while driving cut through and relevance in a challenging market. By looking back to look forward, Typhoo is on a mission to differentiate black tea; bringing a sense of occasion and feeling of inclusivity to the category.”
Mike Beauchamp, Pearlfisher associate creative director, added: “We took inspiration from the brand’s rich visual heritage, preserving the three T’s – symbolic of its timeless, trust and true values – from its days as Typhoo Tea Tips to form the brand’s new mark and symbolically bring Typhoo’s tea drinkers together as one.
“The recognisable Typhoo red is retained but new hints of colour, representative of the British flag, reinforce the brand’s patriotic stance with a bright, modern and refreshing secondary colour palette making more impact on shelf. The Typhoo garland embraces the packaging and is interspersed with emblems – including everything from a travel mug to a builder’s hat – hinting to the special occasions tea is enjoyed.”
© FoodBev Media Ltd 2018
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