British Blends is one of Tetley’s best selling products within the US. Design Happy were asked to refresh the range of Premium Black teas bringing modernity and character into what is currently a quite clichéd, traditional category.

Our approach was simple. Rather than go down the avenue of stereotypical imagery and naff gift shop feeling packing, we wanted to embrace the eccentricities of the quintessential British behaviour. Each tea had its own unique quality so we celebrate that by creating individual characters that defined the tea’s profile. Creating a bold, distinctive range stood apart within the category and that drove a strong narrative both on and off-pack.