Dilmah is the world’s finest single-origin, artisanal tea brand. However, in its main markets of Australia and New Zealand it had become perceived as mainstream. Having operated for over 30 years, the brand was losing share to more contemporary teas on the market.
While the company had several on-trade premium brands, these could not be leveraged in the retail space without compromising the company’s hospitality credentials. So, This Way Up were approached to create a new brand under the Dilmah umbrella for a luxury retail launch.TWU developed the positioning, naming, brand identity and look & feel for Dilmah 85 Reserve, which celebrated the year of Dilmah’s creation and the founder’s role in selecting the finest teas. The illustrations on pack reflect the craft and story in each pack.
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