Smiths the Bakers aims to take English afternoon tea worldwide

Brand Cellar, an organisation that buys and reinvents heritage brands, appointed Someone, ‘100 days ago’ alongside integrated agency VCCP, which has worked on strategy, according to Someone co-founder Simon Manchipp.

Smiths the Bakers tea shops will be launching at several international locations over the next six months.

An identity system captures different ingredients in the form of a letter S, which Manchipp says ‘enables the organisation to communicate intelligently the variety of their offer at every touchpoint’.

In a market ‘swamped with coffee options’ Manchipp says the brand has been positioned as ‘an authentic afternoon tea’ and that Someone’s work ‘places the ingredients centre stage’ in an ‘adaptable system of facets’.

‘While tea drinking is incredibly popular the world over, it is the English who know how to make the afternoon tea experience really shine,’ says The Brand Cellar founder Andrew Harrison.