Bringing Billy
and Bella to life

With their Kid's Tea, the Bell Tea & Coffee
Company are creating a brand new market
segment in New Zealand. Children's products like
these rely heavily upon the pack graphics and,
more importantly, a pack mascot that is instantly
recognisable and they relate to.

The ever faithful Kiwi family mongrel dog was decided
upon to be the perfect character for a Kiwi made tea.
To develop this character, Coats worked with Phil Small
@ Watermark Ltd.

From source photos, Phil developed numerous
variations of the facial characteristics for this cheeky,
fun loving, dare devil dog. He became known as Billy
(aka Billy Tea).

Another aspect of the pack communication which
needed to be made clear was the addition of a teaspoon
of honey to make the tea flavours really yum! Bella Bee
was born. She is Billy's faithful sidekick used to remind
kids and parents to add the honey.