AMBITION

 

Imporient UK, the parent company of Birchall Tea, tasked the team with re-presenting the company’s existing range of branded teas and infusions following on with a new digital estate.

The existing designs had worked well in the trade for the previous five years however the client had ambitions to develop the identity into a competitively powerful consumer brand to be sold in premium retail outlets.

Solution

 

The company has an impressive and interesting history and its presentation needed to communicate this. It is an exceptional tea. It is a quality taste experience vastly superior to the majority of competitive brands.

A coherent presentation, including new name, brand identity, tone of voice, packaging, core imagery and stylish e-commerce website was required, pulling together all the brand assets into one ‘story’.

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.

‘Height of Discernment’ became the communication platform from which all marketing was created with the aim of appealing to an older more discerning audience and truly reflect the core Birchall values of discernment, high quality and tradition.

From the packaging redesigns, inspired by the landscape where the brand’s tea plantation reside, to the beautiful, aspirational imagery used across the communication mix, we were able to effectively tell the unique Birchall story.

The brand’s heritage, family values, quality credentials, the tea’s taste character and the region’s geographical characteristics were all strongly delivered through our communication platform. All this ensuring the brand’s long-term value and justifying its premium positioning.

EFFECTIVENESS

 

In the UK, Birchall is continuing to gain listings in several premium retail high street outlets including M&S, Harvey Nichols, and Carluccio’s, with UK trade and export interest growing year-on-year.

As of 2016 Birchall will be the tea served at celebrated British events and venues – Chelsea Flower Show, Royal Ascot, Queens Tennis Club, Lords Cricket Ground & National Theatre.

 

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