The team were tasked with re-presenting the company’s identity into a competitively powerful consumer brand to be sold both online and in premium retail outlets rather than just through trade.
A coherent presentation, including a new name, brand identity, packaging and e-commerce website was required, pulling together all the brand assets into one ‘story’.
The company has an impressive and interesting history; it is an exceptional tea and its presentation needed to communicate this.
‘Height of Discernment’ became the brand proposition for all brand assets created, with the aim of appealing to an more discerning audience and truly reflect the core Birchall values of provenance, great taste, highest quality and tradition.
The name Birchall came from the family pioneer who began the company’s long tradition in tea, Birchall Graham. In 1872 he planted his first tea bush beginning a dynasty of Graham’s in the tea business.
The packaging re-design was inspired by the landscape where the brand’s tea plantation resides in East Africa.
The new aspirational imagery used across consumer touch-points captured the brand’s heritage, family values, quality and superior taste credentials. All this to effectively tell the unique Birchall story, ensure the brand’s long-term value and justifying its premium positioning.
In the UK, Birchall is continuing to gain listings in several premium retail high street outlets including M&S, Eat, Harvey Nichols, and Carluccio’s with UK trade and export interest growing year-on-year.
The tea is now served at celebrated British events such as The Chelsea Flower Show, Royal Ascot, Lords Cricket Club & National Theatre. Supporting this is an ever-growing community of our core audience who are now permanent fans and advocates of the brand.
INCREASE IN SALES
NATURAL SEARCH RANKING
UP FROM Pg. 14