Positioning / Packaging / Art Direction / Tone of Voice / Copy Writing
Forget about pinkies out and Victoria sponge on a floral cake stand. This tea ain’t twee.
We set out to change the perception of the ‘tea experience’, typically seen as a relaxing, sedate affair, best enjoyed with your feet up listening to the radio.
Instead, we wanted customers to dig LTC’s vibrant array of infusions designed to be enjoyed in the modern way, whether that’s while walking your pug in the local skate park, having that tattoo of your ex’s name lasered off, or while kicking back after a knitting flash mob.
Urban, bold and full of character, the packs get across the vibe of London and the personality of the tea.
The single-flavour packs feature a different Londoner, perfectly embodying the flavour of that tea, each one proudly standing, strutting or tree-posing for their unique blend.
Meanwhile, the multi-flavour packs bring different characters together, whether they be mingling at a hip tea party, duelling in a tea-off, or part of the infamous ‘Brew Crew’ collective.
This is tea the London way.
