Bewley's Tea & Coffee
Our task was a full redesign of the Bewley’s retail grocery range that targets a new younger audience, Connectors 25-34, and creates reappraisal with Indulgers (our key customer segments), that cuts through the category clutter and has sustainability at its heart. The challenge is to develop a creative packaging & design system that embodies the new positioning of Bewley’s and is relevant to Connectors and creates reappraisal with Indulgers. The opportunity was to revolutionise Bewley’s packaging and create a modern, contemporary identity that claims a leadership position within Grocery revolutionise Bewley’s packaging and create a modern, contemporary identity that claims a leadership position within Grocery. Our key insight was as follows: In today’s world we look for symbols of association, that help ground us and create a sense of belonging, a sense of community. These symbols are part of the fabric of life and contemporary culture – they stir our emotions and make us feel alive'.
