FDBusiness.com

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

 Breaking News
  • Sysco Grows European Business Sysco Corporation is to acquire Kent Frozen Foods, a successful UK-based food service distributor with revenue in the year ended 31st December 2016 of £47 million. The acquisition, which is conditional upon approval from the Competition and Markets Authority, will see Kent Frozen Foods join Sysco’s other UK businesses, including Brakes, Fresh Direct and M&J [...]...
  • Nestlé Nominates Three New Independent Directors to its Board Nestlé has announced that it proposes Pablo Isla, Chief Executive Officer of Inditex; Kasper Rorsted, Chief Executive Officer of adidas; and Kimberly A. Ross, former Chief Financial Officer of Baker Hughes, for election to its Board of Directors. The elections will take place at the company’s Annual General Meeting on April 12, 2018. At that time, three current directors, [...]...
  • Increased Funding For Promoting Europe’s Agricultural Products The European Commission has launched the calls for proposals for programmes to promote European agricultural products throughout the world and within the EU. A total of €169 million is available to co-finance the programmes, up from €142 million in 2017. Programmes can cover a wide range of issues from general campaigns on healthy eating to [...]...
  • The Coca-Cola Company Announces New Global Vision to Help Create a World Without Waste The Coca-Cola Company has announced that it is fundamentally reshaping its approach to packaging, with a global goal to help collect and recycle the equivalent of 100% of its packaging by 2030. This goal is the centerpiece of the Company’s new packaging vision for a World Without Waste, which the Coca-Cola system intends to back with a multi-year investment that [...]...
  • Partnership that Mitigates Cross Contamination Fits Like a Glove Two world leaders in their respective fields have combined their expertise to create Europe’s first bona fide antimicrobial nitrile gloves. Unigloves new Fortified single use gloves incorporate silver ion technology from BioCote®, which has been scientifically proven to destroy 90% of bacteria within just 15 minutes and 99.5% in only two hours – BioCote is also proven effective [...]...

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

  • January 19, 2018International Green Week
  • January 20, 2018Sigep Rimini
  • January 24, 2018International Bulk Wine and Spirits Show (IBWSS)
  • January 28, 2018ProSweets Cologne (Int'l Sweets and Biscuits Fair)
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements