how to create a tea with distinguished character?

The Brief

British Blends is one of Tetley’s best-selling products within the US. We were tasked with breathing new life into the popular but tired range of Premium Black teas.

The aim was to infuse modernity and character into a category that is often perceived as overly traditional - we were to make it British, without the clichés.

Our Approach

Our strategic approach was rooted in the desire to break away from the predictable and uninspired imagery typically associated with traditional tea packaging. Instead of resorting to stereotypical motifs and the trappings of kitschy gift shop aesthetics, we chose to highlight the unique eccentricities of quintessential British behaviour. Each tea in the British Blends range boasts its own distinct qualities, so we celebrated these by creating individual characters that embody the unique profiles of each tea variety.

This method allowed us to craft a bold and distinctive range that stands out within the crowded market. By developing strong, character-driven narratives for each tea, we not only differentiated the product on the shelves but also created a compelling story that engages consumers both on and off the pack. This narrative approach not only modernizes the brand but also reinforces its premium positioning, appealing to a sophisticated audience that appreciates both quality and originality.

Tetley British Blends: Full flavour with distinguished character