Typhoo has unveiled a new package design and brand positioning in celebration of its 115th anniversary.

The ‘Coming Together Over Tea’ packs feature a nostalgic update on designs of the past, and will be supported with a marketing campaign including social media, PR and advertising.

Created to appeal to a younger consumer, the new design aims to re-engage shoppers with the brand and re-establish its position as a family favourite.

Typhoo marketing manager, Paulina Gorska, said: ”We are entering a really exciting new chapter for Typhoo. The brand has such a rich heritage and, for many households, remains a trusted member of the family.

“Our challenge has been to remain true to our roots and character while driving cut through and relevance in a challenging market. By looking back to look forward, Typhoo is on a mission to differentiate black tea; bringing a sense of occasion and feeling of inclusivity to the category.”

Pearlfisher associate creative director, Mike Beauchamp, added: “We took inspiration from the brand’s rich visual heritage, preserving the 3 T’s – symbolic of its timeless, trust and true values - from its days as Typhoo Tea Tips to form the brand’s new mark and symbolically bring Typhoo’s tea drinkers together as one.

“The recognisable Typhoo red is retained but new hints of colour, representative of the British flag, reinforce the brand’s patriotic stance with a bright, modern and refreshing secondary colour palette making more impact on shelf. The Typhoo garland embraces the packaging and is interspersed with emblems – including everything from a travel mug to a builder’s hat - hinting to the special occasions tea is enjoyed.”