Newby: The Finest Tea Collection packaging designs

This case study describes how Newby, the tea brand, achieved record-breaking sales in the UK as a result of a redesign taking in the cultural and artistic heritage of the product, to better target Waitrose customers.

Newby: The Finest Tea Collection packaging designs

Campaign details

Category name: BeveragesAgency: Lewis MoberlyAdvertiser: Newby

Executive summary

Newby - the finest tea collection

The Waitrose tea buyer recommended Lewis Moberly to Newby when they approached her to list their teas. She loved the product but felt the existing packaging was unsuitable for Waitrose customers. Lewis Moberly were appointed to create new designs.

The strategy and creative brief were developed by LM. The Chitra Collection, the world's finest collection of antique, rare teawares owned by Mr Nirmal Sethia, Chairman of Newby, inspired the idea. Each pack now features an...

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