Taylors of Harrogate has redesigned the packaging on its core range.

Designed to ensure easy navigation and recognition on shelf by expressing the brand’s heritage, clearly differentiating ground and beans and simplifying messaging on pack, the new design is available now for independent retailers through all major wholesalers.

As well as making the Taylors logo more distinguishable, the brand has changed the range to enable easy navigation between ground and beans packs, they now have a colour variation to differentiate the packs on shelf.

Although much of the packaging has been updated, the illustrations which have become synonymous with the brand’s most popular, well-loved blends like Lazy Sunday and Hot Lava Java have remained on pack. Taylors of Harrogate senior brand manager Kelly Wright said: ”illustrations are a nod to the brand’s creative flare and history, both of which we’ll always be proud.”

Taylors also simplified the measurements which are now in ‘spoons’ rather than grams to form easy-to-follow step-by-step guides.