Bewley’s  

Packaging

As Bewley’s brand partners, we were appointed to rebrand their exquisite range of ‘Speciality’ teas. Through our close engagement with the brand, we unearthed a rich and captivating brand history and a wealth of aesthetic influences that we used to inform the stories behind each of the ranges.

As Bewley’s brand partners, we were appointed to rebrand their exquisite range of ‘Speciality’ teas. Through our close engagement with the brand, we unearthed a rich and captivating brand history and a wealth of aesthetic influences that we used to inform the stories behind each of the ranges.

The Fruit and Herbal ranges take inspiration from the floral wallpapers in the Grafton Street café and exude a delicacy and elegance of a teahouse experience.
The mystique of the Orient and the chinoiserie style used to decorate the ceramic caddies in the Grafton Street café informed our design thinking across Green Teas.

Challenge

Bewley’s needed a strategic framework including product architecture, range segmentation and naming to communicate the brand’s new ranges in a meaningful way. This would inform packaging design bringing the new Bewley’s portfolio to life on a crowded shelf.

Black Tea speaks to voyage and discovery and celebrates the adventures and pioneering spirit of Charles and Ernest Bewley as they broke the East Indian tea monopoly and introduced tea to Ireland 185 years ago.

Solution

To create clarity and simplicity for consumers across tea, coffee, chocolate and gifting, we aligned the ranges behind a simplified architecture. The brands deep heritage was brought to life both through illustration and storytelling over 90SKU’s across retail and foodservices channels.

 

RichardsDee brought real energy, ambition and disipline to what was a complex, multifaceted, multi market brand project. Their best in class strategic brand thinking, with compelling creative execution has delivered real results for us. Their passion for our business and their ability to understand our business quickly is what sets them apart from anyone else.

Mark Saunders, Group Brand Director, Bewley’s