Teapot firm looks to design

One of the UK’s top teapot manufacturers is hoping to improve consumer awareness with design input from Four IV, The Branding Iron, and product designers Robin Levien and Nick Holland.

The repositioning of Staffordshire-based James Sadler is being masterminded by design and marketing director Richard Eagleton, who joined this autumn from Wedgwood where he was head of design strategy.

“We have great loyalty but no customer awareness,” says Eagleton of the brand.

Four IV is redesigning the company’s trade fair presence, to launch in February at Frankfurt, when the Branding Iron’s new brand identity will also appear.

James Sadler is also diversifying from the core teapot product, with a new range by Holland out in February, and a second one by Levien in the autumn.

James Sadler has 150 employees and sells to 60 countries.