Despite pioneering the green tea category in India, Tetley found itself lagging behind Lipton over time. While Tetley had built the category and its association with health, Lipton swooped in looking more tasty and Tetley was left playing catch-up. Our challenge was to bring back the taste to Tetley, while building upon the Immunity story that consumer's associate with the category. Our refreshingly tasty designs have helped arrest Tetley's slide and seen the brand perform better.
Tata Consumer Products Ltd.
Visual Architecture, Pack Design.