Imporient, brand owner of Birchall Tea, is a family owned/managed London tea company specialising in premium teas and herbal infusions. One of the largest exporters of tea from East Africa, it owns the Pfunda Tea Estate in the North of Rwanda. WW was asked to re-present its existing range of Imporient-branded teas, which had worked well in the trade for five years, into a competitively powerful consumer brand to be sold in premium retail outlets.The company has an impressive and interesting history and its presentation needed to communicate this. It is an exceptional tea. It is a quality taste experience made with estate grown 100% main grade black leaf tea, and vastly superior to the majority of competitive brands. A coherent presentation, including brand identity, tone of voice and packaging, was required pulling together all the brand assets into one ‘story’.

WW firstly renamed the brand Birchall to create distinctiveness, communicate the brand’s narrative and reflect the brand’s heritage: the current management is the fifth generation of founder Birchall Graham’s family. As part of the process a new logo for the Birchall brand was created along with a secondary ‘B’ logo featuring a ‘perfect pick’ communication, a signature of hand-picked tea, as well as a reference to the parent company Imporient.The project has taken a year to complete but initial signs are very encouraging. In the UK, Birchall is gaining listings in several premium retail high street outlets including M&S, Harvey Nichols, and Carluccio’s, with UK trade and export interest strong as well.