Jacksons of Piccadilly is poised to relaunch next month as an alternative tea specialist, with a brand identity and packaging designs developed by Williams Murray Hamm.
The new look, which includes the company’s corporate identity, will roll out across a plethora of tea products, as Jacksons seeks to capitalise on the current craze for green tea.
Jacksons has realigned its product portfolio, which previously comprised Earl Grey teas and giftware, to focus on green and white tea infusions. The company has grown tenfold in the past six years, largely due to the popularity of its green tea range.
The intention of the redesign is to bring a more cohesive personality to the brand, says Kerry Fuller, brand manager at Jacksons of Piccadilly.
‘The messages were disparate and mixed. This is about making a comprehensive brand identity,’ she adds.
The brand and pack designs are based on the theme of ‘exquisite natural beauty’, and use photogram images of real tea leaves, as well as quotes by famous people about tea.
‘We wanted to celebrate the artistry of tea and represent this in a beautiful way,’ says Richard Murray, a partner at Williams Murray Hamm. The consultancy is also redesigning the company’s website.