The London Cuppa

Brief:
When Martin Dawe Brand Design were approached to launch a new tea, specially selected and blended in London for Londoners, it was a first – both for Londoners and for the company. Never before had a tea been specifically developed to complement the capital’s hard water, and recognising the potential of such a brand, MDBD were quick to take the unprecedented step of taking a financial interest in the venture.Using only the highest quality leaves from Kenya and Assam, The London Cuppa is packed by one of London’s oldest tea companies and is sold exclusively within the M25 – to an estimated target market of approximately 14 million customers.

Solution:
MDBD took on responsibility for creating the brand, including name generation and packaging.Available in a distinctive 80’s tea caddy box and a 440’s resealable polybag, the packaging features a cartoon specially commissioned from Bernard Cookson of Punch and Daily Express fame, and depicts a quirky assortment of London scenes#that Londoners will relate to. This black and white imagery combined with the use of silver blocking and embossing, creates a unique presentation for The London Cuppa against the melee of multi-coloured packaging at point of sale. As well as being descriptive and fun, it fits into the hot beverage phenomena currently happening in London.

Results:
The London Cuppa has listings in Tesco, Asda and Waitrose and is loved by the tea drinkers of London!