Jacobs Dowe Egberts

As a sustainability innovator, Hornimans, a Jacobs Douwe Egberts brand, has unveiled a fresh design for its tea and infusion ranges. Eliminating plastic, the new cardboard packaging features a secure opening device that preserves the product's aroma and quality.

On the path to sustainability

To seize the opportunity provided by this manufacturing update to consolidate the brand's market leadership – revitalizing its identity and fostering a deeper connection with consumers. Our aim was to convey premium quality in a highly competitive environment, emphasising Hornimans’ commitment to excellence.

Reinforcing Hornimans' leading quality in the market

To enhance Hornimans’ quality credentials through a subtle evolution of the design we had launched in 2012. While staying true to the brand’s essence, we updated its aesthetics, simplified the visual communication, and emphasised the purity of its ingredients through photography that greatly values them. This redesign positions Hornimans’ tea and infusion ranges as the "upper mainstream" option, setting them apart from competitors.

Simultaneously, we restructured and simplified the portfolio into four clear and appealing categories—Tea Shop, Me Funciona, Superfoods and Sensations— making it easier for consumers to choose.

Elevating our perceived quality

High-impact, premium photography: naturalistic lighting techniques and an overhead viewpoint generate enhanced product attractiveness and appeal, a visual invitation to taste the product.

Minimalist, functional packaging redesign: with a sleek and elegant new look, unnecessary decorative elements have been removed, allowing the ingredients to take centre-stage. This simplification not only improves the consumer’s signposting at the point-of-sale, but also strengthens the brand's identity.

Ongoing commitment to innovation and well-being: the brand demonstrates its ability to evolve without affecting its identity or its Distinctive Memory Structures.

Proud of our renewed identity