The Adventurous Blends of William Whistle

Derrick Lin


Creative Agency: Horse
Project Type: Produced, Commercial Work
Location: United Kingdom

Horse designs new tea & coffee brand

Horse has created the name, brand identity and packaging for a range of new tea and coffee products, The Adventurous Blends of William Whistle.

The studio was appointed by NR&A in February 2014 to create the vision for a well travelled and eccentric English brand that would champion exotic flavours from around the world.

“We are a small tea and coffee merchant blending the very best discoveries of the past with the very best expertise of today,” explains Zoe Jackson, partner and creative director of NR&A.

“We have travelled the world to find the very best blends; fantastic flavoured coffees, teas and tisanes that express the wonderful flavours we have come across on our travels.”

The brand has been personified by the William Whistle character, whose expeditions to discover quality ingredients are a playful interpretation of the client’s own travels.

“Visually, the design is inspired by Victorian-era wanderlust and expresses the brand’s passion for flavour and discovery,” explains Sarah Pidgeon, creative partner at Horse.

“We also wanted to evoke the romantic stories of tea and coffee expeditions of the 18th and 19th centuries, and William Whistle, like the merchants at NR&A, is exploring the world to discover the most interesting flavours to bring back home.”

Fun and whimsical, each design combines a method of travel with the leading ingredients and their provenance to express the different flavours and the lengths gone to in selecting them.

The teas and coffees are rolling out this month.