Put the (Bodum) kettle on
London Tea wanted to break out of the specialist grocer ghetto and obtain wider distribution as a relevant but premium alternative to mainstream teas.
Distinguish London Tea from its competitors and make it feel contemporary - 'make us mass premium'.
A logo or a table and chair?
We dropped the generic hippie / ethnic livery and focused on the name – London was the interesting bit, because it was unusual. From this came a more metropolitan image, putting the brand-name at the heart of the design as, quite literally, furniture.
The aim was to create packs which urban folk would aspire to have sit on their counter next to their
London Tea Co. gained distribution at a super-premium price: £2.29 for a pack of 25 bags, compared with £1.14 for Twinings and 60p for Clipper.
From listings in 7 Fresh & Wild stores, 3 Planet Organic stores and a handful of small independent stores, it gained new listings in 200 Pret a Mangers and 750 Tesco stores.
Whilst new products usually receive 2 facings, LT Co. received 6.
“The London Tea Company makes the finest gourmet teas. We needed our packaging to reflect this and jkr achieved it perfectly. Our amazing sales growth is a testament to this.”
Origami style packaging negates the need for staples or glue.