Taylors of Harrogate, a family business that dates back to 1886, has earned itself an unrivalled reputation for quality through its devotion to the craft of outstanding coffee and tea. Finding itself struggling to resolve inherent tensions in the present day — the brand is both conservative and contemporary, traditional and progressive, considered and entrepreneurial — Taylors turned to Pearlfisher to hone its vision and future-proof its portfolio around a new, unique expression.
Craft is at the heart of Taylors of Harrogate, but the inundation of ‘craft’ as an expression of authenticity in every category was diluting the brand’s positioning. To understand the role of artistry in the context of the brand’s heritage, we explored an extension of ‘craft’ into ‘craftsmanship’. Bringing this together with a focus on ‘family’ and ‘flavour,’ two foundational values for the brand, we defined a new vision — ‘The Home of Extraordinary Flavour’ — to take Taylors forward.
The new mark — a lockup of the T and H that forms a window — is inspired by the idea of opening up a beautiful world of flavour, or peering into a space of revered expertise.
To reflect the brand’s position on ‘craftsmanship’ we centralised the packaging for each range around exquisite, hand-drawn illustrations. Three artists from different corners of the world were commissioned to bring a unique artistic aesthetic to the packaging expression.
For Taylors’ premium single origin coffees, Bangkok-based artist Suthipa Kamyam created fine illustrations inspired by the location of each variant. Instead of highlighting maps and terroirs, the illustrations hero the specialness of just one ingredient from each region.
The range of green teas and fruit and herbal infusions, illustrated by artist David Bates, is purposefully abstract, breaking from the category standard of depicting fruit on pack by using expressive, illustrated strokes to evoke the power of flavour.
The most iconic range — Taylors’ lifestyle roast and ground coffees — has been illustrated by Izutso Hiroyuki. Uniting vibrant colours with bold, hand-painted graphics, the packaging takes a more emotive stance, linking coffee to an emotion, a memory or a moment in time — ‘Lazy Sunday’ or ‘After Dark,’ for example — rather than a place of origin or a roast.
The Taylors of Harrogate premium coffee range launched in March, its green teas and fruit & herbal infusions in July, and the core lifestyle coffee range will roll out on shelves mid-August.
Pearlfisher elsewhere on Identity Designed: Morris.
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