Repositioning a legendary tea brand around authentic warmth and comfort.
Mildberry partnered with Unilever to execute a comprehensive strategic repositioning and packaging redesign for Brooke Bond tea. Grounded in extensive consumer research into regional tea-drinking habits, we shifted the brand’s long-standing energy focus toward emotional comfort and home life. The updated strategy, modernized visual identity, and refined blend structure revitalized brand relevance and opened up new commercial growth in the mainstream segment..