A Heritage Brand, Never Settled
Born from a century-old family tea business, Gryphon earned its name through inventive blends and a strong artisanal spirit. But while the teas pushed boundaries, the brand relied on old-world positioning, giving Gryphon credibility but also keeping it confined to the world of traditional tea players.
To take the brand further, we needed to bridge legacy with possibility and carve space for a new generation of tea drinkers to see themselves in the brand.
Legacy Meets Possibility
Facing a perception locked in tradition, Gryphon needed to evolve its story without losing its soul. It was a challenge that set the stage for significant change.
Behind the Breakthrough
SEEN & UNSAID
“Specialised tea stores are like experts. They are brands with history and they provide personalised offerings with more flavours… that cannot be found in the supermarket.”
– Participant, Customer Interview
Insight
People already want what Gryphon stands for: expertise, heritage, and variety, but they do not see Gryphon as a specialist. When 500 respondents were asked to rank various specialty brands, it suggested that the shelves were missing a standout contemporary brand—an opening for Gryphon to stake its claim.
BELIEF & MOMENTUM
We re-centred Gryphon around The Art & Science of Tea, marrying playful experimentation with precise craftsmanship—laying a foundation for audiences to understand the brand. This Art & Science narrative now informs everything from identity to messaging.
CHARACTER & FORM
Every detail supports the new narrative, with the design language balancing poised elegance with confident clarity, saying less yet meaning more. Visuals mix still-life warmth with modern minimalism so the reenergised brand is presented as deeply rooted as it is forward-looking.
Visual Identity
The word mark is carefully modernised and paired with an abstracted ‘Gryphon’, a nod to their heritage: mythical, warm and timeless.
Packaging System
Each blend’s story is told through ‘Ikebana’ compositions: ingredients growing on a single stalk, signalling both craft and curiosity—art and science.
Somewhere Else has been an invaluable partner. Their deep understanding of FMCG coupled with a methodical branding approach made them the ideal choice. From day one, the chemistry was evident—they guided us expertly while respecting our vision.
The project outcome exceeded expectations.
Outcomes
Gryphon’s transformation sharpened its strategic foundation and revitalised its identity for regional and international expansion. The updated system bridges heritage and innovation, designed to help the brand scale its expression without dilution:
- Brand strategy rallies internal teams and customers around a clearer, forward-facing story.
- Packaging now stands out across retail shelves in SEA and Japan.
* Pending metrics from Gryphon’s team