SPILL TEA: DISRUPTING THE CATEGORY, SPILLING THE TEA

MAKE IT BOLD, NOT MEH!

WHAT WE DID
BRANDING
PACKAGING
DESIGN
ANIMATION

How to disrupt the traditional tea category? Get us to do it!

Sometimes a cold LinkedIn message works, and boy, when it does, it goes well. From the first old-school phone call, we knew Sofia and Lou from Spill were our kind of people: rebellious, focused, and unafraid to speak the truth about a staple UK beverage we all take for granted.

We’re a studio of tea drinkers, Chris even had it in his bottle as a toddler. True fact. So, we knew we had to win this pitch. Luckily, we did.

Lou and Sofia are experts. With a legacy in premium tea and even books under their belts, they know their lapsang souchong from their builders' brew – and everything in between. But what they also knew was that the story behind how tea is sourced – and how farmers are treated – was broken. So they set out to change that, and spill the tea on the industry. Safe to say, it’s working: they landed their first supermarket listing in under two years.

THE CHALLENGE: MAKE IT PREMIUM, BUT MAKE IT SIMPLE
We worked closely with Sofia and Lou to refine the brief and really get under the skin of the audience. Armed with research and moodboards, they came to us ready to disrupt again. This was a brand being built from the ground up, and when you’re working with people who’ve already challenged the category in their past lives, collaboration was essential. That set the tone for a process that was equal parts strategic and creative from day one.

Our visual starting point drew inspiration from premium beauty brands, those that balance honesty with clarity. We explored colour palettes, typography, and design cues that would stand out on shelf, not blend in. This wasn’t just about looking good. It was about earning trust, visually and emotionally.

Redesigning the look of something as ingrained in culture as tea is no small feat. It took multiple routes, critiques, and creative pivots before we landed on the one - a route that nearly didn’t make it, but ended up being just right.
THE OUTCOME: A BRAND AS PLAYFUL AS THE EVENT ITSELF
The chosen route was a wild card: classic in structure, bold in attitude. Visually, it demanded attention just like the truths Lou and Sofia are sharing about the tea industry.

We developed an earthy, modular colour palette to grow with the brand as new SKUs launch. Paired with rich, artful photography, the brand identity delivers a modern yet nostalgic feel, rooted in honesty, but with a fresh energy that reflects Spill’s values.

For packaging, we tapped into the tactile world of 60s and 70s kitchenware, bringing a sense of modern nostalgia to the tins and bags. Design that not only tells a story, but earns its place on the kitchen shelf. A statement piece, not just a storage one.

Oh, and if you want to know how to make a proper cup of tea? They’ve got you covered here!

Looking to engage new audiences with a strategic-led rebrand? Get in touch.

Hey! What? brought our vision – and brand – to life. We wanted a new, everyday tea brand that looked different to anything else on the shelves. BOLD (!) was the brief.

Because of Hey! What?’s work in the music and events space, they brought a totally fresh perspective to designing packaging and identity for our tea brand. And totally delivered on the brief. They are a relaxed team, very easy to talk to and work with, genuinely interested in finding out what’s behind the brand. Couldn’t be happier!

SOFIA BUTTRAZI

Co-Owner and Founder