An advertising campaign for Tetley tea involving three mediums: poster, postcard, and web banner ad.
The goal of the project was to research a selected brand's design system and create an advertising campaign adhering to it. The theory about the design system is based on Alla Kholmatova's book Design Systems. The challenge was to build upon a brand's existing elements to drive customer's engagement, taking on the roles of a graphic designer, an art director, and a marketing manager at the same time.
*This project is not endorsed by, directly affiliated with, maintained, authorized, or sponsored by any brand. All product and company names are the registered trademarks of their original owners. The use of any trade name or trademark is for identification and reference purposes only and does not imply any association with the trademark holder of their product brand.
Process
Tetley Design System Audit
The design system audit included the following:
- Overview of the selected brand
- Brand logo and usage
- Brand applications: advertising campaigns & printed materials
- Brand style guide
- Pattern library compiled based on the research
- Takeaways
Campaign Development
Design Brief
The "Brew Moments, Big & Small" campaign is a marketing initiative including a poster, postcard, and web banner ad. It's goal is to reinforce Tetley’s role as an everyday essential. By emphasizing tea’s presence in daily routines, from a strong morning cup to a relaxing one in the evening, the campaign strengthens Tetley’s emotional connection with customers, positioning it as a warm, approachable, and reliable brand. Targeting tea lovers of all ages, particularly working adults and families, it aims to refresh Tetley’s image in a competitive market while maintaining its legacy. The campaign follows Tetley’s established design system but modernizes it with lifestyle-driven visuals, setting the brand apart by focusing on emotional connection rather than just quality or heritage.
