PG Tips has revealed a refreshed packaging design and new branding created by Boundless Brand Design (Boundless) as part of a campaign for its improved Original tea blend.
Boundless says PG Tips approached the agency as change and inconsistency over the years had unsettled loyal consumers. Apparently, consumer research discovered that taste and overall quality were the main drivers of purchase in the category.
Aiming to tackle these challenges, PG Tips devised a ‘new and improved’ Original blend, said to retain its signature taste profile and deliver a fuller flavour. The updated packaging design centres around a ‘Welcome Home’ concept, focusing on elements of a British home featuring a boiling kettle and striped wallpaper.
On-pack illustrations include mug-shaped lights, tea-themed spins on classic books such as ‘Alice in Cuppa-land’ and baked treats matched with each tea blend. The words ‘Live Life One Tea At A Time’ are displayed in red and green lettering inside a frame on the wall.
The launch is supported by a wider campaign including the brand’s social media, trade and consumer PR and retail partnerships. The new PG Tips packs will be rolled out across major UK retailers this autumn.
In similar news, in August Jif refreshed its branding for the first time in over thirty years, updating its on-pack imagery and logo. The brand introduced new imagery across its packaging to highlight multiple ways a consumer can consume peanut butter throughout the day.
A few months later, Carling rolled out its biggest brand refresh in thirty years, aiming for a modern, consistent and eye-catching look across its lager cans and multipacks. The updated logo features illustrations inspired by the Carling Brewery, the British barley used to brew the beer.
