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Ziggurat overhauls Tetley's tea packaging with 'global identity'

Design agency Ziggurat Brands has redesigned Tetley's tea packaging, giving it a more consistent look across global markets.

The new-look designs will be rolled out in September and the first countries to feature the new branding will be the UK, US, Australia and India.

"There was a need to unify the brand identity and bring the different varieties of Tetley teas and infusions together with a cohesive brand architecture and packaging redesign," said Ziggurat managing director Kellie Chapple.

There have been subtle changes to the logo with the ‘y’ now modified to look like a tea leaf. Each pack also incorporates a swirling effect around the oval-shaped framing of the logo.

Around 250 packs came under scrutiny and the product started back in 2008. The range includes black tea, green, fruit and herbal, redbush and speciality tea.

"It has been an enormous project, for which Ziggurat is well placed given our experience with global brands such as Pepsi Raw and Gatorade," added Chapple.