In a commoditised declining market, where mainstream brands were perceived to be indistinctive, decades of evolutionary pack changes had diluted the authority of PG tips.
To make PG tips feel like the definitive article once more: celebrate its distinctive brand mark and evolve it to be fresh and relevant once more.
The creative idea
Inspired by the brand’s creative platform ‘Keep it Tea’, our creative strategy was to hero the power of simplicity and unearth the very essence of what makes PG tips distinctive. We recast the PG brand mark as the hero of the pack, allowing it to stand proud by removing layers of generic messaging. The playful interaction of green and red, inspired by the ‘togetherness’ nature of tea and PG tips in particular, became the foundation for a distinctive visual brand language beyond pack.
Whilst the identity is defined by simplicity and strength, there are also touches of wit that imbue the design with a sense of warmth. Hence Monkey, an inherent equity for the brand, has become the symbol of quality and reassurance on the pack.
“You can’t get much more mainstream than PG tips, which makes jones knowles ritchie’s clean, crisp and witty rebrand all the more welcome. jkr has taken what was looking a pretty tired brand, loaded with extraneous and generic messaging beloved by major brand packaging, and stripped it back to its essentials.” Patrick Burgoyne, Editor, Creative Review
“We’ve made the brand more relevant to shoppers, especially the younger consumer. We also believe that the clear, fresh new look, with a bigger and bolder PG tips logo, will make it easier for shoppers to find their favourite tea brand.” Kate Hearn, Senior Brand Manager PG Tips, Unilever UK
“They messed with one of my fav brands, and I like it!” Costanza Tedesco
Jones Knowles Ritchie
Ash ClarkMarketing & New Business
Amy MawMarketing Manager
Giles HeselwoodSenior Artworker
Ian RitchieExecutive Creative Director
Matt ParkesGlobal Marketing Director
Sean ThomasCreative Director
Luke ThompsonGraphic Designer
Brett StablerDesign Director