Tetley - Bold branding for a subtle new product line
When the decision was made for Tetley to expand its offerings with the inclusion of a line of green teas, it was suggested that guidance visually articulating the product personality be supplied. It was important to highlight the Tetley brand with the requirement that this product line visually communicate as a distinct family. It was not to be positioned as a sub-brand but rather as a distinct category within their already extensive line of hot beverages.
As lead designer I developed the photographic and colour systems within the visual language. The main descriptive characteristics for the product category were articulated as “clean, light, fresh, natural, contemporary, soft, and warm.” I art directed product and environmental images, and developed the design, typographic, colour, infographic, and supporting iconographic standards. Mood boards of possible print, online, and advert layouts were sketched, provided as a model for more high-fidelity and articulated designs. I was also responsible for leading design presentations and research brainstorming sessions, while developing conceptual and visual directions through to formatting final design elements for production.
The design process of working within existing brand guidelines presented interesting challenges for the development of this new product category planned to embody its own personality, look, and feel. The product line acquired immediate success within the marketplace and continues to adorn market shelves. The details within the visual language have evolved over the years, however the original essence of the product has remained strongly consistent.
