PG Tips Brings Back the Kettle and Striped Wallpaper in a ‘Welcome Home’ Refresh

What happened

Packaging Europe reports that the “Welcome Home” concept uses elements of a British home, including a boiling kettle and striped wallpaper. On-pack illustrations include mug-shaped lights and tea-themed spins on classic books, such as “Alice in Cuppa-land”, and the line “Live Life One Tea At A Time” sits in red and green lettering inside a wall frame.

According to the article, consumer research found taste and overall quality were the main purchase drivers, and that change and inconsistency over the years had unsettled loyal consumers. The new packs roll out across major UK retailers this autumn.

Why it matters

The refresh pairs a product change with a design change, which is the right order: the pack promises something the tea delivers. The research finding is the useful part. Loyal customers did not want more novelty; they wanted consistency.

What it means for your brand

• Change the product and the pack together. A new pack on an old product is a promise you cannot keep. Our packaging design guide covers the brief.
• Listen to loyal customers. If they tell you change has unsettled them, build a design that feels like home. See tropicana packaging redesign lessons for what happens when a pack moves too far.
• Stand out on the shelf and the screen. Read packaging that stands out on the shelf and the thumbnail, then talk to us about packaging design.

Cover photo by Kelly Sikkema on Unsplash.