Taylors of Harrogate wanted to take Yorkshire Tea - a hot brew icon - and put it in the chiller. But hot and iced tea live in two different worlds: one is comfort, ritual and warmth; the other is light, fruity, immediate refreshment.
The brand's strongest equities didn't automatically travel. As a new product entering a competitive category, it had to land right first time to win listings - which meant getting the positioning, pack and product all working together from day one.
Team
Holly Helas Chris Broomhead Megan Bourner-Powell Rachel Smith
The Strategy
Through a sensational lens, we reframed the brief as a question of sensory belonging, not simply aesthetics.
By decoding the category semiotically and mapping the codes shaping expectation, we revealed a clear opportunity space Yorkshire Tea could own. Sensory co-creation confirmed it: people wanted to be sold a refreshing fruit drink first, backed by the credibility, flavour and quality only Yorkshire Tea could bring.
We built creative directions that kept the brand's down-to-earth equity while turning up the fruit, lightness and refreshment the category demanded.
Expertise
Sensory Semiotics™ Sensory Qual (MMR) Creative territory
The Sensational Advantage
By designing for how iced tea feels (bright, fruity, refreshing) we gave Yorkshire Tea a credible way into a category, and gained a Sainsbury’s listing across 300 stores.
The client gained consumer-validated direction across recipe, pack and design, and a shared sensory language to brief with confidence.
The range launched in May 2026 and was named an AURAs 2025 finalist for Innovation of the Year.
