McIver's was established in 1951 making it one of Melbourne's earliest tea and coffee retailers. Since then the retail environment has changed becoming more competitive. McIver's felt that their brand was no longer performing. They required a brand refresh that would maintain their brand recognition and integrity while positioning them as personal and established - an authority in their field.
I created new packaging that focused on interaction with the consumer - windows to see the tea; coffee identifier cards with space for notes from staff; descriptions of the products. The brand was simplified and modernised, colours brightened and a more personal tone of voice adopted.