When Coats were brought on board the Bell Tea brand was a
much loved Kiwi staple, but it was also a brand that had remained
untouched for a number of years and was in danger of losing
touch with consumers.

Since 2003, Coats has been instrumental in reinvigorating the
Bell Tea brand as well as overseeing brand growth into new
categories. During this time, Coats has redesigned the iconic red
pack twice and created a pack architecture for the World of Teas range
(Ceylon, Kenyan and Indian); the Zesty Green Tea range; Bell Decaf
and rebranded Tiger Tea, a much loved South Island brand.

Most recently, we helped develop Bell Tea for Kids. Bringing Billy and
Bella (the tea mascots) to life and designing the packaging for
the range. Breaking new ground for Bell and New Zealand by
creating a new tea segment.