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.