GRYPHON
A HERITAGE BRAND, NEVER SETTLED.
A bold extension of a century-old family-owned tea trader—Gryphon, a tea brand known for its artisanal spirit and complex flavour blends.
But while the teas themselves pushed boundaries, the brand leaned heavily on old-world positioning, establishing credibility but boxing Gryphon tightly together with traditional tea players. To take the brand further, there was a need to bridge legacy with possibility—to evolve without erasing what came before.
THE CHALLENGE: reshape the brand, honour its roots while inviting a new generation in.
A bold extension of a century-old family-owned tea trader—Gryphon, a tea brand known for its artisanal spirit and complex flavour blends.
But while the teas themselves pushed boundaries, the brand leaned heavily on old-world positioning, establishing credibility but boxing Gryphon tightly together with traditional tea players. To take the brand further, there was a need to bridge legacy with possibility—to evolve without erasing what came before.
THE CHALLENGE: reshape the brand, honour its roots while inviting a new generation in.
Our Work
BRAND AUDIT & CUSTOMER RESEARCH:
How do people have tea and what's their relationship with Gryphon?
BRAND STRATEGY & MESSAGING:
Clarify their value proposition—Inventive and culturally aware
VISUAL IDENTITY & ART DIRECTION:
Bridge heritage with new ambitions and connection with a new generation
PACKAGING SYSTEM:
Storytelling inspired by soulful still-life and their experimental spirit
BRAND AUDIT & CUSTOMER RESEARCH:
How do people have tea and what's their relationship with Gryphon?
BRAND STRATEGY & MESSAGING:
Clarify their value proposition—Inventive and culturally aware
VISUAL IDENTITY & ART DIRECTION:
Bridge heritage with new ambitions and connection with a new generation
PACKAGING SYSTEM:
Storytelling inspired by soulful still-life and their experimental spirit
Forming The Brand
We refined the logo to feel iconic but not cold—modernising their wordmark while retaining their original paired with an abstract Gryphon composed of tea leaves. It nods to mythology without feeling dated, and grounds the brand in an identity that’s both rooted and rare.
Gryphon is the Art & Science of Tea, a balance between playful experimentation and precise blends. To express this, we looked to floral arrangement as a narrative device. The new pack system features different ingredients growing on a single stalk.
The tone of voice strikes the same balance: elegant, thoughtful, quietly confident. Timeless clarity, built for everyday rituals.
“Somewhere Else has been an invaluable partner. Their deep understanding of the fast-moving consumer goods (FMCG) industry, coupled with a methodical approach to branding, made them the ideal choice. From the outset, the chemistry between our teams was evident. Their experienced team truly invested in bringing our vision to life. We were particularly impressed by their ability to balance our expectations with their expert guidance.
The outcome exceeded our expectations. We are thrilled with the results and confident that this new brand identity will propel us forward in the marketplace.”
Tian Wee, Founder
OUTCOMES
Gryphon’s strategic brand transformation reenergises the brand to chart new paths. The new brand strategy lays the foundation for new customers to connect with Gryphon; and is shaped to support future diversification.
Our revised range of packaging now stands proudly on supermarket shelves across SEA and Japan.
More than a refresh, it redefined what modern tea could look and feel like.
