Product Designer
Brand Designer
Marketing
Pitch Deck
Brand Design
Product Packaging
Marketing Strategy
3 Advertisement Videos
Adobe Photoshop
Adobe Illustrator
Adobe Express
Adobe Premiere Pro
OCT-NOV 2024
Tetley, a popular english tea brand since 1837, has built trust through tradition, but with rising competition from youth positioned brands like DAVIDsTEA and Starbucks, Tetley's brand is facing a barrier connecting with younger audiences—losing its competitiveness. A brand refresh and marketing campaign are required to help Tetley maintain its position as a key competitor in soft drinks industry.
For a course project, I developed a refreshed campaign called Fuel Your Flow—a lifestyle-forward rebrand focused on wellness and energy. Through in-person competitor research, shelf audits, and market trend analysis, I identified gaps in appeal and developed a strategy that modernizes Tetley's visual identity without losing its roots.
I led the end-to-end redesign, including updated packaging, a new brand tone, and campaign visuals designed for social platforms. The project included a strategic pitch deck, three short-form ads, and a bold redesign.
Make Tetley an aspirational drink to help it resonate with a new generation of tea drinkers. Tea isn’t just for winding down—it’s a tool for focus, energy, and self-improvement. Fuel Your Flow reframes tea as a daily ritual that empowers.
The following pitch deck outlines Tetley’s history and core values, highlights the need for a rebrand, and presents a refreshed campaign designed to revitalize the brand and grow its consumer base:
Figure 1: Tetley Pitch Deck
This rebrand positions Tetley as a bold, modern choice for a new generation of tea drinkers. By aligning the brand with youthful lifestyles, simplified packaging, and aspirational messaging, "Fuel Your Flow" reinvigorates Tetley’s identity while staying true to its roots in wellness and sustainability.
• Bold Redesign: Bold brand colors and a visually impactful logo designed to stand
out on shelves and appeal to a younger market
• In-Person Insight: Visiting a range of stores—from convenience shops to large
grocery chains—provided firsthand perspective and allowed me to self-evaluate through
the perspective of a customer
• Breadth of Research: Reviewed data from many sources, including
consumer feedback, customer reviews, influencer commentary,
and tea v. coffee market data to better understand shifting preferences and identify
challenges and growth opportunities
• Refining Logo: Further research into typography, including kerning and
letter spacing, could create a more polished appearance
• Strategy Research: Including implementation steps and
competitor case studies with similar success in the pitch deck could
have strengthened the credibility of my design decisions
©2025 Andreea. No templates—just old fashioned code and creativity.
