Tetley Black And Premium Tea

Designed by Bold-Inc, Australia.
Designer Pam Partridge & Jarrod Robertson (CD)

“There’s nothing we love more than a good cuppa in the Bold-inc studio, so when Tetley came to us with their packaging challenge we did what we do best, put the kettle on and talked it over”.

As part of a complete overhaul of Tetley’s Australian portfolio, Sydney design studio Bold-inc has re-established Tetley as a credible and aspirational brand on the supermarket shelves, reconnecting with the emotional tea moment…

Tetley’s black tea range was losing relevance to Australian consumers and generally struggling to hold share in a category where own-label product commoditisation can take over without a strong brand offer.

Bold-inc saw the potential to move away from the usual supermarket expectations and build back some simple honest craft into the brand, and drive real personality and ownability through variant typography and styling to combat the soulless and monotony of own-label pretenders.

Once the Tetley core brand was established, Tetley’s premium offering was an opportunity to elevate premium cues, style & craftsmanship, creating an image driver for the Tetley quality to shine through. Tetley ‘The Estates’ was born.