News

Touchpoint, the Manchester-based design agency, has refreshed the packaging and identity of Typhoo's Fruit & Herbal Creations range.

The firm, which previously redesigned Typhoo's black tea collection, has updated the eight-strong range of six fruit teas, two herbal variations and a fruit selections pack.

Touchpoint has increased the quality of the packaging board to give a brighter white and better finish, so that the colours "sing off the pack". Metallics and new printing techniques have also been used to enhance the design.

Future developments will include looking at the box shape, finish and new sealing techniques.

Touchpoint creative director Howard Wright said the new look was developed after consumer research and blind taste testing.

"The clean, simple design not only reflects the quality of the teas, but also the refreshing fruity taste," he added.

Typhoo marketing manager Kate Willoughby said the firm aimed to capitalise on the growth of fruit and herbal teas, which currently have a 7.8% share of the total tea market, with sales growing at 7.5% year-on-year.

"We recognised the need to reposition our own Fruit & Herb range with a new brand identity to help command greater shelf presence, authority and increase market share in this fast-growing sector," she said.