BrandMe was tasked to overhaul the branding, tone of voice and visual identity for the brand, which was initially called Punjana, for its launch to the rest of the UK. It was appointed to the work about eight months ago without a pitch.
The consultancy initially created the packaging for the Titanic Blend, which was launched to coincide with the opening of the Titanic museum. The packaging for the rest of the range share’s the blend’s ‘family’ look, focusing on the Thompson’s three-generation family heritage, with the Punjana Blend and Scottish teas next to launch.
Jess Dally, account manager at BrandMe, says, ‘They wanted to come over to the UK and Punjana sounded quite Indian. We thought that wouldn’t work in the UK market and we wanted to bring the family heritage to the forefront.
‘The Thompson Family has a great charm so we wanted to bring that out in the packs. There’s an honesty that harks back to an older time so the imagery and illustration looks like its from old times but making it fit for the modern day.’
Each pack tells a story about brand owner Ross Thompson and his father, aiming to reflect the ‘attention to detail and care that the Thompsons put into every pack’, according to BrandMe.
Two further teas, the Irish and Signature blends are due to launch over the next couple of months.