UK – In its quest to create a new brand identity to reinforce its rich heritage, coffee and tea brand owner Matthew Algie has relaunched its tea packaging, using rich colors balanced with old Victorian graphic designs.
Matthew Algie Esq. first began blending tea consignments in 1864, proudly packing them for Victorian Tea Pavilions. Over 140 years later, the company continues to take pride in its rich history (and its tea, of course) and wanted to create a new identity to reinforce this reputation.
Designed by UK agency One Darnley Road, the new tea packaging is a breath of fresh air, with its vibrant tones and imagery.
"Matthew Algie approached us to create a new brand identity that would reinforce the company’s long standing positioning in the tea community,” said the design agency.
“Having assessed their competitors and target audience, we aimed to acknowledge the product’s heritage while appealing to the more contemporary tea-drinker.”
One Darnley Road sourced old Victorian drawings to emphasise Matthew Algie’s past – choosing an individual teapot for each of the 10 teas and infusions – and balanced this vintage style with vibrant, contemporary colours.
The final identity was rolled out to incorporate brand guidelines, packaging, point of sale and promotional literature."