The brief

 

Our task was to make PG tips feel like the market leader it is, celebrating its distinctive brand mark and evolving it to be fresh and relevant once more.

 

The creative idea

 

We recast the PG brand mark as the hero of the pack, allowing it to stand proud by removing layers of generic messaging. Whilst the identity is defined by simplicity and strength, there are also touches of wit that support the brand idea of ‘warmth’. The playful interaction of green and red became the basis for a distinctive visual brand language beyond the pack.