We updated the visual language for the brand, building on the most unmistakable aspects of the Tick Tock identity – bright colours, 1930’s-influenced typography, and nostalgic illustrations.

Newly commissioned tea-time illustrations, and the phrase “morning noon and night”, set playfully on the side of pack, tell the all-day story, of this “naturally caffeine free” tea. And an elevated “1903” and “Rooibos” assert the brand’s role as cultivators and champions of rooibos.

While remaining 100% true to its origins and without alienating its loyal following, the updated design and messaging gave the brand a clearer, more versatile, and more comprehensive language with which to tell its story and effectively communicate with a broader range of new and existing consumers.

The update cemented Tick Tock’s stature as a true and timeless design icon in the world of British brands. In spite of an extremely challenging market environment, Tick Tock has continued to grow its market share and to successfully defend its number one category position against large, multinational competitors, making it one of the last truly independent, family owned small tea brands available on the UK supermarket fixtures.