The tea’s a bit posh, but don’t worry if you’re not

Branding / Design / Packaging

The Polite Society Tea Company is a new challenger tea brand.


With 100’s of well known tea brands already established, we were tasked with creating a new brand that had instant consumer appeal. We worked closely with owner Keith Love to develop their unique brand proposition and create the new brand identity, packaging, marketing collateral and POS for launch. The Polite Society are committed to delivering quality tea in an ethical way. Their passion for Tea is only parallel to their appetite for making peoples lives a little more enjoyable. Nothing quite beats a great cup of tea, be that on your own or sat around a table with friends and family, tea is to be enjoyed and celebrated by all. Our aim for the brand is to build a society, where greatness comes from the smallest things in life.


We delivered a bold, playful, simplistic identity and tone of voice that communicates the brand effortlessly. The identity itself takes inspiration from the typographic treatment of vintage advertising and combines this with a little smile in your mind. The core icon at first glance is a cup and saucer, but when you look again you see the top hat. A subtle but clever link to the High Society. This brand visual theme is supported with humorous copy that plays on the dichotomy of PSTC being a ‘posh tea’ that is accessible to all. We deliberately left the visual system as pure solid blocks of colour, there’s no need to be trying to hard here. it’s all about the tea.

The tea’s a bit posh, but don’t worry if you’re not
The tea’s a bit posh, but don’t worry if you’re not
The tea’s a bit posh, but don’t worry if you’re not
The tea’s a bit posh, but don’t worry if you’re not
The tea’s a bit posh, but don’t worry if you’re not
The tea’s a bit posh, but don’t worry if you’re not
The tea’s a bit posh, but don’t worry if you’re not
The tea’s a bit posh, but don’t worry if you’re not
The tea’s a bit posh, but don’t worry if you’re not