English Tea Shop has revealed a revitalised brand identity and new packaging, created by design and innovation agency Echo.

The move sees the UK brand aim to create a consistent visual identity across the 55 countries it trades in.

Echo’s designs tell English Tea Shop’s sustainability story through a new brand mark featuring the word ‘organic’, a mandala design celebrating sustainable ingredients, and a new teapot icon and in-pack illustrations highlighting the brand’s farm-to-cup story.

Hand-drawn lettering of the brand mark has been refined to make it easier to read, while on-pack wording is tighter and more direct, with more emphasis on the ingredients. Each pack also features the strapline ‘Your Tea Loving Community’.

English Tea Shop CEO Suranga Herath said: “Our brand has become synonymous with a taste and values that people want. We wanted to create a consistent visual identity across the globe, to help people recognise the products more easily, and during this process we’ve come to recognise that our farm-to-cup story is not simply an ethos we believe – it can become the unifying concept for the brand.”

He added: “Our rebrand goes beyond revitalising our packaging; it changes how we communicate and connect with all our customers. Our commitment to celebrating communities from farm to cup is absolutely central to who we are as a company, so it was very important to us that this comes across in our packaging and communications. That’s what Echo have delivered here and we can’t wait to show our new look and feel to our customers around the world.”

Nigel Ritchie, founding partner and creative director at Echo, added: “We chose those to reflect the Sri Lankan tradition of celebrating colour in all its glory. They build on strong established codes – for example, red for English breakfast tea, and dark blue for Earl Grey – adding bold combinations to highlight rich ingredient combinations. The wellness range features slightly lighter colouring, indicating the more delicate flavouring of the range.”