Tetley
Brewing up a connection.
Summary
With a drop off in tea drinking across the UK, Tetley needed to find a way to reconnect with the nation. Kicking off by defining their essence as ‘Care’, we developed a full rebrand built on the belief that making tea is about more than a drink – it’s an act of connection. This inspired an identity overhaul featuring a new ‘joined up’ word mark, deliciously welcoming photography, and an update across all masterbrand assets that made Tetley that little bit warmer. Since then, Tetley has become the UK’s most valuable hot beverage brand, growing its brand value by £608M.
+£608 m
brand value
+65 %
brand value
Britain is turning its back on tea.
Problem
In fact, since 1974 the number of cups Brits drink has fallen from 23 per week to just 8. And Tetley in particular had lost the love of the nation. Our research revealed that the brand performed poorly on perceptions of ‘quality’, ‘difference’ and ‘worth paying more for’. One thing was clear – Tetley needed to turn the tide.
Before
After
Consumer truth
It’s not about the tea. It’s about what making the tea means.
The act of making tea for someone is an act of service. It’s how we welcome people into our homes, it’s how we prepare for a quality catch up and it’s how we show somebody some support. It says I’m here for you. It says let’s gossip. It says you’ve got this.
I loved finding the balance between breathing new life into an ageing brand while respecting its distinctive assets. Ben Mansfield, Associate Creative Director
Tea has always been there for us and Tetley has been there longer than most.
Brand truth
Since 1837, Tetley has been there for you. It’s been there to welcome you. To relax you. To comfort and console you. Since 1837, Tetley has been mastering the art of tea; pouring expertise, love and devotion into every cup. Since 1837, Tetley has been the heart of tea.
Strategy
Tetley exists to pour care into the world.
To build a bond between brand and buyer, we defined Tetley’s brand essence as ‘Care’. Then, based on this territory, we crafted a positioning ladder: Because we’ve been masters of tea since 1837, we’ve poured care into crafting a quality cuppa, so you can show you care for each other.
Quality connections.
Concept
Sharing a moment over a cuppa is about much more than the tea. It’s about taking time. To listen, to laugh, to chat. From your bestie to your brother, we invite you to press pause, stir a little love into the everyday and enjoy a good cuppa in good company. This concept of ‘Connection’ flowed across all our decisions on identity development.
Results
Tetley tops the charts.
According to Kantar BrandZ’s 2024 Most Valuable UK Brands report, Tetley became the country’s 43rd most valuable brand, the 3rd highest food and beverage brand and the highest ranked hot beverage brand. The study found Tetley’s brand value rose by £608m between 2023 and 2024, an incredible +65%.
In their words
Epoch demonstrated a deep understanding of the need to modernise the Tetley brand while thoughtfully preserving its rich heritage. Apoorva Goyal, Tetley Senior Brand Manager
+£608 m
brand value
+65 %
brand value
