BREWING MORE
TOGETHERNESS
Visual Brand World
Distinctive Brand Assets
Packaging Design Suite
Brand Collateral
THE Insight
As Australia's everyday cup of tea since 1883, Bushells had earned its place not just on supermarket shelves, but in homes and daily rituals across generations. In a declining black tea category, the opportunity wasn't greater awareness, it was to be chosen by consumers again.
THE VISION
Evolve the Bushells brand for today's consumer without forgetting the last 140 years by creating a more contemporary Australian icon that honours its heritage, strengthens emotional connection, and earn new relevance with the next generation of tea drinkers.
BUILDING
CONNECTION
THE STRATEGY
The strongest brands don't just occupy shelf space, they earn a place in people's lives. ‘Connection’ became the strategic platform, celebrating the everyday moments shared over a cup of tea. Rather than reinventing Bushells, the vision was to help people reconnect with what they already loved.
REFRESHINGLY
ICONIC
THE SOLUTION
The redesign elevated familiar brand assets into more meaningful emotional cues. The iconic Bushells teacups, captured in the moment they clink together, became a simple expression of the brand's belief in connection. Combined with a contemporary visual language, refined packaging architecture and improved navigation, the identity now feels warmer, more confident and unmistakably Bushells.
COME BACK
CUPPA
CAMPAIGN CENTREPIECE
The redesign didn't stop at the shelf. The new pack became the hero of Bushells' relaunch. From the Tin-fluencers campaign to a bespoke illustration by award-winning artist Margaret Hadfield, the refreshed identity came to life across multiple brand touchpoints.
Proof in
Every Pack
THE RESULTS
The Bushells refresh transformed familiar brand assets into meaningful emotional cues, helping the brand express not just what it makes, but why it matters. By turning recognition into emotional connection, the redesign proved that the strongest heritage brands don't reinvent their story, they rediscover the parts worth telling.
SHARING A KIND WORD
"Working with The Key Branding on the Bushells refresh was a great experience. From the outset, they approached the project with real strategic rigour, understanding that with a brand as iconic and loved as Bushells, the challenge wasn't just about modernising the design, but protecting the equities that generations of Australians have grown up with. They navigated that balance thoughtfully and creatively, stretching the thinking in ways that felt both bold and right for the brand. The quality of work and thinking they brought to every stage of the project was impressive, and honestly, they're just a great bunch of people to work with. We couldn't be happier with the outcome."
Sarah Shen Head of Marketing, Lipton Teas and Infusions Australia