PG tips, one of the most favourite tea brands in the UK, is to launch The New Ones—a range of everyday black teas designed to introduce variety to the black tea market. It comprises The Fresh One, The Strong One and The Delicate One.

Made using a unique process, the New Ones deliver fresh-tasting teas to suit different tastes and times throughout the day. Leaves are pressed at different stages during fermentation in order to capture and preserve the genuine and refined taste of fresh tea in each new blend.

Bloom worked with the PG Tips team to define the range’s relationship with the core PG Tips brand, before designing its identity, iconography and packaging.

«The challenge for our team was to create a distinct packaging identity that clearly communicated three unique tastes and styles in black tea. The design needed to communicate a premium proposition whilst retaining a clear relationship to the parent brand’, says Jill Marshall, Bloom MD. ‘The pressing process is what sets this range apart so we brought this message to the front-of-pack through a clear, bold icon’.

The New Ones range is the first major brand innovation in black tea since the pyramid bag. It launches this month at an RRP of £2.69* for an 80 bag box.