New era at Ringtons as packaging undergoes makeover

Renowned British tea experts Ringtons is looking ahead to a new era of business. As the company continues to go from strength to strength, it has undergone a complete overhaul of its packaging design; the first in 15 years and only the third since the 1960s.

Ringtons-new-packaging-1[16]The new packaging commemorates the heritage and expertise of the company whilst incorporating modern styling in a move which unifies the wide range of items on offer, gives customers more information to help them make the right choices and sets the company apart in the competitive tea and coffee marketplace.

Adorning all Ringtons’ tea, coffee, infusions, biscuits and edible ranges, the new packaging comes at a time when Ringtons looks to further expand into new markets and remind its loyal customers of its rich heritage and high quality products.

Ringtons is renowned for its doorstep delivery service which originally brought tea to the doors of customers all over the North East of England by horse and cart. Today the company has swapped the horse and cart for vans, and boasts over 200 doorstep delivery drivers who deliver a good old fashioned personalised service to over 260,000 customers throughout the UK. Its popular online shop is used by customers all over the world.

Lisa Thornton, Head of Marketing at Ringtons said: “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 packaging re-launch has been no exception, and we’ve taken our customers, old and new, on this journey with us.

“When we asked our customers what they thought of Ringtons the words ‘traditional’, ‘friendly’, and ‘nostalgic’ come up time and time again, and although our customers felt our packaging reflected our heritage they also thought it was a little dated and didn’t showcase the high tech packaging processes we use to retain the freshness of our products, so we knew it was time for a makeover.

“In an increasingly competitive marketplace we need to make sure we stand out from the crowd and this starts with ensuring that our products are perfect. We always ensure that our tea and coffee is of the highest quality and freshness is absolutely key to this. We know this is one of our unique selling points so our packaging needed to reflect this to offer wider appeal. 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 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. 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.”

The new packaging has been designed by celebrated North East-based advertising firm Lateral Advertising.  Speaking about the project Lateral Advertising Managing Director Alex Giles said: “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 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.”

As well as offering a doorstep delivery service and online retailing for domestic customers, Ringtons Beverages division has been operating for over 30 years and offers tea and coffee, machines and sundries to hotels, restaurants, cafes, offices and businesses.

Ringtons Limited

www.ringtons.co.uk