Organic speciality tea company English Tea Shop has announced the roll out of its range-wide rebrand. The newly designed products will appear in selected retailers and organic distributors including Selfridges, Liberty and via Amazon.com in the UK from June 2019. Initially the brand and packaging redesign is rolling out across the 20 tea bags products in the regular, wellness and super range. Given English Tea Shop’s strong focus on organic and sustainable produce, the products will also be stocked with selected organic food distributors like the Health Store, CLF and Tree of Life that will distribute them to natural and organic health food stores and retailers across the country.
The holistic rebrand looked at strengthening the sustainability and community message of English Tea Shop’s heritage, which has been a key driven of growth for the business. The new look and feel, developed by agency Echo, tells the strong sustainability story through a new brand mark featuring the word ‘organic’, a mandala design celebrating sustainable ingredients, and a new teapot icon and in-pack illustrations telling the brand’s farm-to-cup story. Typography, copy and imagery all work together on these packs to deliver the narrative of English Tea Shop’s sustainability story. Each pack also features a strapline summarising the brand story: Your Tea Loving Community. The celebration of colour is a Sri Lankan tradition and has long been at the heart of the business. The rebrand has amplified building on strong colour recognition for core products and by introducing exciting new colours.
Suranga Herath, CEO, English Tea Shop comments: “The new look showcases our core values and focus on heritage and our community. We’re very excited for the products to be finally available in the UK, following an initial international roll out in countries like Australia, Germany, Holland and France. The reception to our new look and feel has been very positive both from the consumers as well as our partners and distributors, so we’ve very much looking to introducing the products to our home market”.
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