In celebration of London Pride (10 – 26th June 2016), strategic branding agency Coley Porter Bell has partnered with the award-winning company, We Are Tea, to develop and bring to market a limited edition range of teas, affectionately named Gaiety.
Building on the success of 2014, where Coley Porter Bell originally developed the creative and strategic idea for Gaiety, the agency has now worked with We Are Tea to bring the concept to life.
Gaiety will be available in a range of three teas including Builders, Earl Grey and Super Berry. We Are Tea’s most popular everyday blends will be packaged in stunningly designed black caddies, developed by Coley Porter Bell. The premise of the design is to reflect bringing the ‘two of the same things together.’ A limited edition run of 250 packs will be personalised with the names of friends and couples who want to celebrate their relationship and to create a memento of this year’s Pride.
The packaging sees teacups, teapots and spouts in a show of closeness and are displayed using bright, vibrant colours that ‘pop’ off the background and reflect the variant. The names of individuals will be added to each cup or teapot. These are surrounded by a decorative, subtle frame which also represents the flavour. For example, Super Berry is surrounded by leaves, briars and berries intertwining with the teacups.
To further amplify the campaign Coley Porter Bell has also created light-hearted advertisements that promote the idea of ‘a tea to take pride in’ supported by the message that being gay in 2016 should be as everyday as a cup of tea. Working with content agency Crowd Control, short videos for social media have also been created using the hashtag #LGBTea.
The limited edition range will be available here from the 13th June and will also be sold by the cup at Rosie and Joe in the grounds of St. Giles-in-the-Fields Church, Soho, London from 20th to 24th June. All profits will go towards LGBT charity partners, the Albert Kennedy Trust and Opening Doors London.
Vicky Bullen, CEO at Coley Porter Bell, says, “Gaiety really is a tea to take pride in – we are delighted to be working with We Are Tea to produce these wonderful limited edition packs. Coley Porter Bell is passionate about diversity and equality in our business, so this has been a great experience to celebrate London Pride and the LGBT community. What’s more, the fantastic LGBT charities, the Albert Kennedy Trust and Opening Doors London are benefitting in the process.”
Spence, Founder of We Are Tea, says, “As an ethically minded and independent tea company, producing a limited edition and personalised range that celebrates diversity and equality seemed like a natural choice for us. We’re thrilled with the execution and have enjoyed working in partnership with both Rosie and Joe and Coley Porter Bell. ”