Brand Audit, Brand Strategy, Brand Messaging, Visual Identity
GRYPHON
EMBRACING A NEW WAY FORWARD
Gryphon tea is a distinctly Asian artisanal tea blender with almost 100 years of family-owned heritage. With an extensive range of complex flavours that encapsulate the diversity of the region, they are a master in the art of distilling ingredients into harmonious brews that balance the both the delicate and the bold.
While the brand has taken leaps in developing their teas, their traditional packaging didn’t reflect their inventive spirit, making it a challenge for customers to differentiate them from other tea brands.
Gryphon tea is a distinctly Asian artisanal tea blender with almost 100 years of family-owned heritage. With an extensive range of complex flavours that encapsulate the diversity of the region, they are a master in the art of distilling ingredients into harmonious brews that balance the both the delicate and the bold.
While the brand has taken leaps in developing their teas, their traditional packaging didn’t reflect their inventive spirit, making it a challenge for customers to differentiate them from other tea brands.
The Art & Science of Tea
Gryphon’s approach to tea is a beautiful and harmonious blend of creative artistry, inquisitive experimentation and precise optimal ingredient pairings and brewing times.
We explored ways to express the balance of artistic and scientific — drawing inspiration from artistically composed still-life, bringing in botanical elements that reflect the ingredients, arranged in precision, almost like research specimens.
We explored ways to express the balance of artistic and scientific — drawing inspiration from artistically composed still-life, bringing in botanical elements that reflect the ingredients, arranged in precision, almost like research specimens.
Redesigning the Gryphon Mark
Keeping the brand’s heritage in mind, it was essential for us to create an iconic logo mark with measures of both seriousness and playfulness that truly represents them.
We embarked upon refining the word mark to balance refinement with unique expression and also developed an abstracted emblem of a Gryphon constructed from botanical elements.
Keeping the brand’s heritage in mind, it was essential for us to create an iconic logo mark with measures of both seriousness and playfulness that truly represents them.
We embarked upon refining the word mark to balance refinement with unique expression and also developed an abstracted emblem of a Gryphon constructed from botanical elements.
Inspiring a Lifestyle of Thoughtful Living
An authentic expression of self-love, Gryphon is an infectiously joyful spirit that passes on from person to person through shared moments of connection. Beyond providing customers with a beautifully brewed cup of tea, their goal is to make ordinary moments special, no matter the occasion.
OUTCOME
Brand Audit, Brand Strategy, Brand Messaging, Visual Identity
Gryphon’s rebranding exercise has proven to be a transformative step forward and a new chapter for the brand — enabling them to feel refreshed and revitalised and presenting a modern and approachable image.
The streamlined brand architecture has significantly improved clarity and accessibility, making it easier for their target audience to understand their offerings; undoubtedly positioning Gryphon for future growth and success.
