Straight Forward Design, in collaboration with creative agency Isobel, has revealed the refreshed packaging for Clipper, the tea brand owned by Ecotone. The redesign aligns with Clipper’s commitment to sustainability and biodiversity preservation in tea farming communities.

The brand’s new tagline, ‘There’s tea, then there’s GOOD tea,’ is central to the repositioning strategy, targeting environmentally conscious consumers. Playful hand-drawn illustrations of insects, flowers, and birds, complemented by a vibrant, natural colour palette, bring Clipper’s ethos to life.

Hayley Murgett, European head of category – hot drinks at Ecotone, emphasized sustainability as Clipper’s core value, expressing the challenge of effectively communicating their positive impact. The 360 global campaign intends to simplify this message, portraying Clipper as the ‘Good’ tea and encouraging consumers to contribute by choosing their product.

Murgett explained, “With our new 360 global campaign, we’ve developed a simple, yet distinctive idea, that heroes Clipper as the ‘Good’ tea, enabling consumers to make a difference just by picking up a pack.”

The campaign’s goal is to prompt consumers to reconsider their tea choices, highlighting the disparities in fairness and naturalness across various tea brands. Additionally, it aims to reconnect consumers with nature, believing that an increased engagement with nature will foster a desire to protect it.

Mike Foster, founder and creative director at Straight Forward Design, praised the collaboration for seamlessly addressing complex sustainability issues while maintaining Clipper’s signature light-hearted and approachable tone. Foster highlighted the transformation of the tea aisle into a vibrant forest through the new packaging designs, supported by impactful social, digital, and out-of-home communications.

Foster said, “This new work really demonstrates how Clipper are working to help people and nature thrive.” The campaign aims to position Clipper as a brand actively contributing to the well-being of both consumers and the environment, turning the tea aisle into a visual representation of flourishing flora and fauna.