To future-proof the Taylors of Harrogate portfolio around a new, unique expression, we sought to understand the role of artistry in the context of the brand’s heritage. Exploring an extension of ‘craft’ into ‘craftsmanship’, and bringing this together with a focus on family, flavour and service, we defined a new creative vision – ‘The Home of Extraordinary Flavour’ – to take Taylors forward.
The new identity mark – a lockup of the 'T' and 'H' to form a window – is inspired by the idea of opening up a beautiful world of flavour, or peering into a space of revered expertise. To reflect the brand’s focus on creativity, we commissioned artists from different corners of the world to create unique illustrations around which the packaging expression for each range was based.
Instead of highlighting maps and terroirs, the illustrations for the Origins coffee range hero the specialness of just one ingredient from each region, while the core lifestyle coffee range expression takes a more emotive stance, linking coffee to an emotion, a memory or a moment in time. The fruit and herbal tea range is purposefully abstract, breaking from the category standard of depicting fruit on pack by using expressive, illustrated strokes to evoke the power of flavour.