Edinburgh Tea & Coffee Company has unveiled a fresh look for their range of speciality teas and coffees. The more contemporary concepts, developed by brand and marketing agency Intimation, were designed to stand out on the shelf, whilst retaining a distinctive, traditionally Scottish, look and feel, reflecting the company’s heritage.
Design agency Intimation has produced a new, modern collection of packaging design for Edinburgh Tea and Coffee Company. The completed designs reflect the quality of the well-established and globally recognised Edinburgh based brand, through a range of tea and coffee products. Whilst retaining the strong identity, the designs now reflect a refreshed visual language across the range, to be exported around the world from ETCC’s home in the Scottish capital.
Formed in 1812, Edinburgh Tea and Coffee Company is one of Scotland’s oldest artisanal tea and coffee manufacturers. Sourcing the finest ingredients from plantations around the world, ETCC produce some of the highest quality teas and coffees on the market today.
The packaging design has been created in a manner which allows the brand to differ the aesthetic of each of three, very clearly defined product ranges; namely: retail, gift and premium markets- whilst keeping the branding consistent.
Consistency and retention within the heritage and equity portions of the branding was vital as these had proven to be recognisable aspects to the existing client base. Key elements of the existing design such as the logo roundel and imagery were retained for brand recognition purposes, but leveraged to offer an effective design solution. Loyalty from established customers was a key element in the thought process for the design team; coupled with broadening the brand’s appeal to a wider market potential and larger, global audience.
Exploration of related trends, relevant to the wide product ranges offered by ETCC offered a next step in the design process, coupled with feedback from a focus group of existing customers – offering invaluable feedback in the development and refinement of the design solution.
Each market sector is targeted within the key designs incorporated into the packaging, including use of colour, materials and imagery, corresponding to the product and appealing to the three identified price categories.
“Our client had built a well-established brand over the last 200 years and it was important that we retained the heritage whilst creating an effective solution that would allow the product to stand out on shelf and be successful in increasingly competitive export and gift markets.” Karl Bell, Creative Director at Intimation
The new packaging has been launched across the UK and wider global export markets during November.