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 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.To launch Birchall Tea, Imporient decided to use their strong, existing channels with the trade to promote their new brand. WW were asked to produce creatives for press and e-mail advertising as well as information packs that were to be given away at trade shows.

Using the specially devised ‘Perfection to a Tea’ as Birchall’s headline, the line was illustrated to fit the brands aesthetic and featured throughout all communications.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.