The London Tea Company has used brand consultancy Simmer to target the tourist market with its new range sold in Duty Free Outlets.

London-based Simmer designed the range of tins with jovial characters drinking tea in well-known locations around the UK.

These illustrated characters, which include a policewoman, English gent and Scottish piper, among others, were designed by Simmer.

The London Tea Company was established in 2003 by a doctor and his brother who were from a family of tea estate owners.

The brand is now sold in multi-national supermarkets, hotels and restaurants.

Simmer's managing director Richard Reeves trained as a chef at Leath's School of Food and Wine before moving into marketing and design.

He has worked for Young & Rubicam advertising, Smith & Milton design, the Design Council and Saltmine web development.