FDBusiness.com

Pearlfisher Combines Craftsmanship and Flavour in a Reinvention of Taylors of Harrogate

 Breaking News
  • UK Bottled Water Sales Top 4 Billion Litres For First Time Last year’s hot summer boosted UK water drinks consumption by more than 7% to 4,267 million litres, according to a new report from food and drink experts Zenith Global. This was worth an estimated £3.330 billion at retail prices. Sales of plain bottled water in retail packs increased by 7.9% to 3.4 billion litres, whilst [...]...
  • Morrisons Signs Up to Arla UK 360 Farm Standards Programme Arla Foods’s new farming standards programme Arla UK 360 continues to gain traction as Morrisons becomes the first retailer to commit to supporting the standards across its entire Arla milk supply. The move means approximately 200 Arla farmer owners will be directly supported by Morrisons to deliver across the eight farm business areas identified in [...]...
  • Vitafoods Europe 2019 – Guiding the Industry to a More Sustainable Future As environmental awareness reaches new heights and the world’s population continues to rise, the issue of providing sustainable foods which also offer a high nutritional value is set to grow, in both importance and complexity, over the next decade. It is with these considerations in mind that Vitafoods Europe 2019 has developed its agenda. The [...]...
  • Nordzucker to Invest €100 Million in Swedish Sugar Production Nordzucker Group will concentrate its sugar production in Sweden at its factory in Örtofta and as part of this process the refinery at Arlöv will be closed. Around €100 million will be invested in the strategy. The project is expected to be completed in autumn 2021. Based at Braunschweig in Germany, Nordzucker Group is one [...]...
  • FrieslandCampina Plans to Build a Sustainable Dairy Processing Plant International dairy co-operative Royal FrieslandCampina is exploring options to build a sustainable and innovative dairy processing plant in the Netherlands. The plant is intended for the processing of member milk into fresh dairy products, ingredients used for the production of early life and adult nutrition, and for cheese manufacturing. It would be built according to [...]...

Pearlfisher Combines Craftsmanship and Flavour in a Reinvention of Taylors of Harrogate

Pearlfisher Combines Craftsmanship and Flavour in a Reinvention of Taylors of Harrogate
August 11
08:45 2017

Taylors of Harrogate, a family business that dates back to 1886, has earned itself a reputation for quality through its devotion to the craft of outstanding coffee and tea. Finding itself struggling to resolve inherent tensions in the present day – the brand is both conservative and contemporary, traditional and progressive, considered and entrepreneurial – Taylors of Harrogate turned to Pearlfisher to hone its vision and futureproof its portfolio around a new, unique expression.

Craft is at the heart of Taylors of Harrogate, but the inundation of ‘craft’ as an expression of authenticity in every category was diluting the brand’s positioning. To understand the role of artistry in the context of the brand’s heritage, Pearlfisher explored an extension of ‘craft’ into ‘craftsmanship’. Bringing this together with a focus on ‘family’ and ‘flavour,’ two foundational values for the brand, Pearlfisher defined a new vision – ‘The Home of Extraordinary Flavour’ – to take Taylors forward.

Yael Alaton, Chief Strategy Officer at Pearlfisher, says: “By evoking a sense of ceremony, a celebration of service and culture, and the closeness of a family home with avenues for experimentation, the new vision and direction we have defined for Taylors of Harrogate brings all that the brand stands for to the fore with confidence, coherence and exciting scope for creative expression.”

The new Taylors of Harrogate identity mark – a lockup of the T and H that forms 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 position on ‘craftsmanship’ – a focus on the makery and innovation, as opposed to the visual expression of ‘craft’ – Pearlfisher centralised the packaging for each range around exquisite, hand-drawn illustrations.

Jonathan Ford, Founding Creative Partner and Pearlfisher London CEO, says of this approach, “We commissioned three artists from different corners of the world to bring a unique artistic aesthetic to the packaging expression for each range.

For Taylors’ premium single origin coffees, Bangkok-based artist Suthipa Kamyam created fine illustrations inspired by the location of each variant. Instead of highlighting maps and terroirs, the illustrations hero the specialness of just one ingredient from each region.

The range of green teas and fruit and herbal infusions, illustrated by artist David Bates, is purposefully abstract, breaking from the category standard of depicting fruit on pack by using expressive, illustrated strokes to evoke the power of flavour.

The most iconic range, Taylors’ lifestyle roast and ground coffees has been illustrated by Izutso Hiroyuki. Uniting vibrant colours with bold, hand-painted graphics, the packaging takes a more emotive stance, linking coffee to an emotion, a memory or a moment in time – ‘Lazy Sunday’ or ‘After Dark,’ for example – rather than a place of origin or a roast.”

Taylors of Harrogate Marketing Director, Dom Dwight, says of the redesign: “Pearlfisher has done a brilliant job to reinvent our brand while paying homage to our roots, safeguarding our standards, and celebrating our inherent creativity. With our new branding, we feel confident in taking on fast-changing consumer and category dynamics as we enter a new phase of our history.”

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • June 18, 2019Multimodal 2019
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements