Product category:
Design services
News Release from: Touchpoint
Edited by the Marketingservicestalk Editorial
Team on 18 July 2007
Typhoo aims to refresh itself with
rebranding
The tea company's refreshing new brand launch through packaging design company Touchpoint is intended to remind British tea drinkers of the quality of its products.
The company, which re-introduced its strapline "You only get an 'oo' with Typhoo" in 2006, commissioned design and packaging company Touchpoint to handle the rebranding last November New contemporary packaging hit the shelves in May, followed by a television advertising campaign during July, which highlights the expertise that goes into every stage of the Typhoo tea-making process
This article was originally published on Marketingservicestalk on 22 Nov 2007 at 8.00am (UK)
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Howard Wright, Creative Director at Touchpoint, said: "The concept was evolution, not revolution; Typhoo is an established household name, and our redesign aimed to celebrate its century-long tradition of producing quality teas, whilst re-establishing Typhoo as a contemporary brand".
The new design brings a fresher feel to the brand, with a clean, contemporary look centring on an elegant new font, and crisp modern packaging, which aims to boost the brand's shelf appeal whilst preserving the foil-fresh quality of the tea.
At the same time, the continued use of Typhoo's classic red and green colour palette re-establishes the brand's roots, while the bright green tea leaf imagery and strapline "Passionate about tea since 1903" brings the focus firmly onto the product and its quality.
The packaging also emphasises the health benefits of this traditional beverage, highlighting its antioxidant qualities.
Finally, a subtle highlight behind the first 'o' of the brand name echoes the familiar marketing slogan which uses the sound "oo" to such memorable effect.
Wright said: "We have enjoyed working with Typhoo to evolve the brand, aiming to boost its appeal with the contemporary consumer whilst retaining its traditional fan base, and creating an identity that works harder on the shelf to communicate the product's quality".
Touchpoint is an innovative brand and packaging design agency based in Manchester, UK.
It was established in 2005 as a division of Taylor McCann Marketing Design .
Touchpoint specialises in creative, contemporary design work based on an in-depth knowledge of retail communication, resulting in a powerful and effective ability to make products stand out, differentiate in-store and turn customer 'touchpoints' into brand-building sales.
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