Ecotone-owned tea company Clipper has unveiled new packaging as part of a pan-European activation. The push was created in partnership with global brand design agency Straight Forward Design.

Straight Forward Design has partnered with Clipper to help activate its new brand positioning, which was developed by creative agency Isobel. The new campaign seeks to promote Clipper as the tea that tastes good and does good.

Anchored on the strapline, ‘There’s tea, then there’s GOOD tea’, the campaign acknowledges that it takes more than just taste to make good tea, showing how it also takes ethical and sustainable sourcing, natural ingredients and a fierce commitment to protecting biodiversity to make a truly good cup of tea.

The push aims to engage with conscious consumers: people who look beyond the label of what they buy and make informed decisions about their purchases to bring about positive change in society and the environment.

The campaign reflects the work Clipper does to preserve and promote biodiversity through sustainable farming approaches and its work within tea-growing communities.

Using headlines and visuals to intrigue and excite shoppers, as well as the brand’s lighthearted and approachable tone of voice, Straight Forward Design has evolved Clipper’s brand purpose and campaign positioning of ‘There’s tea, then there’s good tea’ to create an attractive, informative campaign that addresses serious issues around sustainability.

To bring to life Clipper’s brand positioning, the push features playful hand-drawn illustrations of insects, flowers and birds, with a bright, natural colour palette. A series of executions invites consumers to become more connected to nature with the opportunity to win nature-themed prizes, from AllTrails memberships to Eco-Escapes

Straight Forward Design has created new packaging for Clipper, including a number of eye-catching limited-edition packs.

The work is rolling out across the UK and Europe.