Client: Pickwick (JDE Peet’s)
Project: Pickwick Slowtea – Out-of-Home Range & Visual Identity
Sector: Food & Beverage, Hospitality, Tea
Concepted and designed at VBAT, this project repositioned Pickwick tea for the hospitality market with a premium, cocktail-inspired experience. The design featured stemmed glassware, sophisticated flavor cues, a custom pattern, stemmed glassware, which brought new distinct ownability to tea service.
Challenge
Pickwick aimed to elevate its presence in the out-of-home (hospitality) market by introducing a premium tea concept that could offer a more indulgent and aspirational experience. The objective was to move beyond traditional tea service and reposition tea as a moment of pleasure and sophistication, drawing inspiration from cocktail culture.
Approach
We’ve developed a design concept for Pickwick Slowtea — a range built around elevated, cocktail-inspired tea flavors for cafés, hotels, and restaurants. The creative strategy focused on premiumisation through both presentation and storytelling.
The product design featured tea served in stemmed glassware to echo the ritual of cocktail drinking. A custom pattern was created by abstracting the “S” and “T” from the Pickwick logo, forming a distinctive brand element used across tea glasses, packaging, and gifting. The visual identity combined lightness and flair with a contemporary feel, supporting the idea of a slow, stylish tea ritual.
Outcome
The Pickwick Slowtea range successfully positioned tea as a premium out-of-home offering, adding elegance and aspiration to the brand. The visual identity and serving concept created a cohesive experience that was distinct from the retail shelf, giving Pickwick a refined voice in the hospitality sector.