The Backstory
As the leading independent B2B manufacturer and supplier of tea, coffee and botanical solutions to beverage brand owners worldwide, Finlays needed to develop branding and a visual identity for their two new premium tea extracts ranges: The Wellbeing Collection and the Refresh Range.
As one of the world’s largest tea extract producers, Finlays wanted to adopt a different approach to bring these two new premium tea ranges to market. To that end, distillery was selected as the company’s brand partner and asked to develop a distinctive creative approach to present each of these distinct premium tea ranges to the world.
The project
Using the proposition and unique selling points provided, our team was asked to craft logos that would make both ranges distinctly recognizable in the global market.
To marry the Finlays brand with the proposition of each tea range, we focused on what makes each of them unique: The Wellbeing Collection focuses on the health benefits associated with the extracts created in Saosa, Kenya, and the facility that can manufacture this tea extract from tea leaves freshly harvested on the same day.
All this makes the tea extracts in The Wellbeing Collection rich in functional compounds such as polyphenols, which are associated with health and wellbeing properties.
The Refresh range, instead, focuses on the sensory pleasures associated with the beverage, and the everyday enjoyment of refreshing drinks such as iced tea.
What we created
To craft logos and other visual assets that align with the Finlays brand and yet are unique to each of the premium tea ranges, we built upon and complemented existing elements of the Finlays branding. This includes colours and tones, from which we created new colour palettes for each of the extracts, as well as fonts and icon designs.
Alongside this, the creative team led by Guilet Libby produced a visual ‘look and feel’ moodboard, using carefully selected imagery and existing brand assets, to help guide all marketing material created for each of the extracts moving forward.
All of this was then delivered to Finlays within a brochure that we designed and produced to help our client introduce its two new tea ranges to its clients: potential and existing beverage owners.
For The Wellbeing Collection, we also developed an introduction video using motion graphics with stock video and the branding elements, as well as infographics, sell sheets, and a presentation template that Finlays can use across all of its communication campaigns about the tea range moving forward.
All of this helping to bring the ranges to market with creativity built on insight about the tea extracts.
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