Concept · Copy · Tone of Voice

T2 · Brand

T2 Tea

T2 is a tea company in the same way a Ferrari dealer is a car company. Technically accurate, misses the point entirely. The brand had a proper personality: loud, a bit extra, opinionated about things most people aren't opinionated about (tea). It needed words that matched. Tone of voice, packaging copy, campaign work. Made sure T2 sounded as distinctive as walking into one of their stores. Repositioned a decade-old brand without losing what made it worth repositioning.