Polishing a National Treasure
CLIENT
PG Tips
TYPE OF CLIENT
British Tea Brand
SERVICES
Strategic Brand Evolution. Packaging, POS, Brand World
BRIEF
Reignite the love for one of Britain's most iconic tea brands, rebuilding trust and emotional connection with consumers while bringing renewed relevance to a declining tea category.
THE BIG IDEA
Welcome Home. Inspired by the warmth, humour and everyday optimism that have always made PG Tips special, we created a welcoming world rooted in the heart of the British home. A place where the kettle's always on, bringing a little joy to every tea break.
RESULT
A complete packaging redesign and distinctive new brand world, celebrating PG Tips' much-loved heritage while giving it a fresh, contemporary expression.
Charming illustrations, playful details and the return of iconic brand equities bring warmth, character and optimism to every pack. Designed to complement the new and improved blend, the identity creates a cohesive brand experience across packaging, communications and beyond.
Rolling out across major UK retailers, the redesign marks a new chapter for one of Britain's best-loved brands.
