Typhoo Tea, a British brand that was an institution in itself, faced a challenge in India where the different sections of their range of teas had a varied visual language. A challenge that resulted in a fragmented picture of the brand on the retail shelf. Our task was to consolidate and align a design hook around which all the brand's offerings could congregate in a far more cohesive manner. The 'tea'bag' graphic did the job of anchoring all the sub brands in the range such as infusions, organic teas, masala teas in a look that was unified and amplified the brand's scale on the retail shelf.