We turned to 'Britishness' as a theme and came up with a strapline 'Celebrating fine tea and coffee since 1886'. It was thought that the brand needed to re-focus itself as an authority on tea and coffee, and move away from gifting. A more dignified logotype was developed to reflect this.
brand identity / logo redesign / brand guidelines / annual report / print management / art direction / web design layout / packaging & pos / environment
illustration by Mariko Jesse