Bewley’s tea and coffee has unveiled a new look which the company says is aimed at refreshing the brand to capture a younger demographic.
The new packaging was created by London agency Pearlfisher, who have replaced black and dark grey branding with “a rich tapestry of untold stories”.
The agency said the redesign takes cues from the brand’s heritage such as being the first company to bring tea into Ireland in the 1800s, to hosting multiple Irish artistic talents at its Grafton Street Café in Dublin.
As part of the brand repositioning, Bewley’s is official coffee partner at Electric Picnic and Kaleidoscope festivals, where coffee-inspired cocktails are served.
Marketing director Catherine Casserly stated: “Bewley’s has repositioned its brand to help galvanise its role in contemporary culture and coffee leadership, to ensure relevance and appeal to a younger and more socially mobile consumer.
“We have reawakened a latent affection for Bewley’s with both current and new consumers by celebrating Bewley’s …