Bell Delights

Bell is an iconic brand in the New Zealand market and the number 2 brand overall in the Tea category. However, Bell has struggled to extend its footprint out of standard black tea.

Insight from a Usage & Attitude study of tea consumers identified a clear occasion around ‘after dinner treat’ or dessert, especially with our herbal consumers. The indulgent occasion is not something that any of the competitor brands were delivering to.

Concept testing revealed that the idea 'uplifting indulgence' was a good fit with Bell Teas' feel alive flavour proposition while allowing the brand to extend credibly into indulgence.

We brought this idea to life by capturing the cosy moments of comfort and warmth through modern ingredient illustrations that come together in an indulgent celebration of familiar sweet dessert flavours. We paired these with our expressive tessellating Bell Tea brand brush strokes coloured in complimentary flavour cues. Lastly we created contemporary sculptural food 'still-lives' to drive taste appeal for our delicious tea flavours.