Ringtons rebrand draws on firm's rich heritage

Family tea brand Ringtons has delved into the past to cement its future after enlisting a North East advertising firm to rebrand its famous packaging

Lisa Thornton of Ringtons
Lisa Thornton of Ringtons

Family tea brand Ringtons has delved into the past to cement its future after enlisting a North East advertising firm to rebrand its famous packaging.

The business, which saw sales reach a record £41m last year, has unveiled new packaging for its products in the first complete overhaul it has gone through in 15 years and only the third since the 1960s.

The new packaging, designed by Lateral Advertising, is designed to commemorate the rich heritage and expertise of Ringtons, which has now been in business for 106 years, while also incorporating modern styling.

The designs will adorn all of Ringtons’ tea, coffee, infusions, biscuits and edible ranges and comes at a time when the company, which employs 483, is aiming to further expand into new markets and unify the range of items on offer.

Lisa Thornton, head of marketing at Ringtons, based in Byker, Newcastle, said: “The decision was not taken lightly. It has been 15 years since we rebranded so this is a really big step for the company but it will facilitate future growth.

“First and foremost is the customer. We spoke to old customers and new customers and what came out is that we cannot lose our heritage.

“We’re very fortunate in that our business model is built around developing personal relationships with each and every customer and this ensures a very customer-centric approach is followed.

“Our new designs showcase our ranges better and more accurately reflects us as a modern-thinking company with traditional values and expertise.

“We are incredibly proud of our heritage and the fact that Ringtons remains a family business to this day so retaining a sense of our history in the new design was vital, which is why we used old original photographs and the Ringtons crest in the design.

“No one can replicate those old heritage shots. We’ve received fantastic feedback from our customers and we strongly believe the new packaging celebrates the fact we use our years of experience to provide customers with the best-quality tea, coffee and edibles.”

Lateral Advertising managing director Alex Giles added: “As a North East-based company ourselves, we know just how well-loved Ringtons is not only in the region but across the UK, so it has been a fantastic opportunity for us to conceptualise and manage the redesign of the Ringtons packaging.

“The range previously did not have a unified look so it was great to be able to use the strong associations of Ringtons of heritage and quality to design new packaging that not only reflects these fantastic messages but which also protects the heritage of the company and brings it up to date, in a manner that will help explain the offer better to current customers and also attract new ones.”

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