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When we were first asked to redesign the Tetley Mainstream Black Tea range in 1998, their predominant pack colour was yellow. Tetley were reluctant to completely move away from yellow as they were concerned by a potential loss of loyal customers, yet it failed to differentiate them from their closest rival, Lipton. Additionally, Tetley users strongly associated with a preferred tea bag type – such as round tea bags, drawstrings as well as traditional string and tag tea bags.
Creative Strategy Research had identified Tetley users as being fairly conservative and somewhat resistant to change. New packaging had to slowly evolve yet still differentiate from Lipton and become more appealing to new users. In our first redesign, more blue was introduced to create stronger shelf blocking and clearer differentiation from Lipton.
Over subsequent design evolutions, we gradually removed all of the original yellow and tea cup images for a stronger 'blue' shelf presence. The most recent packs reflect the 'wellbeing' and 'uplifting' Tetley brand positioning through the use of soft curves. A self-locking top innovation was also introduced to increase Tetley's association with freshness.
Outcomes The new mainstream tea designs and the introduction of a new Green Tea range have significantly increased Tetley's presence at point of purchase. We have undertaken the design and production of many other Tetley specialist and ready-to-drink products such as Fruit and Herbal Infusions, Ice Tea and the Billy Tea range to name a few.