Beverages

Lipton may be the number one tea brand in the world, but its range of green teas had been knocked off the top spot with sales down by 10.8%. They needed to bring consumers back, and they saw an opportunity to bring tea trends to the mainstream market with a range of matcha blends.

As they would have no advertising support, the design needed to work hard to persuade at shelf.

A new range of 18 premium, organic teas was Java Republic’s answer to standing out in the highly competitive Irish market. It had the opportunity to compete on a global scale, but its undistinctive packaging wasn’t allowing it to take market share.

Superior, quality, ethics and sustainability are at the core of Java Republic, and it was vital that the new packaging told this story. It soon became clear that a whole brand refresh was needed to maximise potential.  

Tetley has always had a strong reputation and following, but sales had dropped by -12% as new premium entrants were seizing market share. That was until a new brand strategy and identity reversed the trend into +3% sales growth.

The ritual of drinking simple black tea was dwindling with the rise of alternate flavours and health trend teas. It meant that Tetley was losing relevance.

Royal Challenge is well-known in the whisky market, but a lack of standout design wasn’t appealing to a new generation of drinkers who saw the branding as dated. As India’s first premium whisky, its heritage is strong, but this wasn’t coming through in the packaging and the brand faced fierce competition.

Royal Challenge needed to engage younger consumers, but still retain its loyal customer base with a design that was both authentic and relevant. Sold in India’s dark market where advertising is next to banned, any cut-through needed to come from the packaging alone.