Branding agency Principals has refreshed the Dilmah master brand crest and created the all-new Dilmah Premium Ceylon Tea brand.
Founded in 1985 by Merrill J. Fernando, Dilmah is a Sri Lankan tea company that offers only the finest single-origin Ceylon tea. Four decades on, the second and third generation of the Fernando family continue to pursue the same uncompromising commitment to quality, integrity and purpose under the leadership of Dilhan Fernando, chairman and CEO of Dilmah and Merrill’s son.
In the brand’s 40th year, Principals was engaged to update the brand and address a disconnect in its perceived value with Australian and international consumers.
“We don’t change logos lightly. It’s the first time in 40 years. But we have a noble vision – to make the world a better tea. And in pursuit of that vision, there are significant challenges. Competition is fierce. Deep discounting has eroded category value, commoditising the product. To align with the evolving tastes, values, beliefs and behaviours of today’s consumers, we needed to reposition and refresh our brand and packaging,” said Dilmah head of marketing AU/NZ Shamil de Dodwell.
Prominently displayed on Dilmah packaging, the crest represents the core pillars of the brand: conservation and sustainability. These pillars are brought to life in the updated crest alongside Dilmah’s founder; the essential tea artisans who work with tea on its journey from leaf to cup; and the Royal Crown, inspired by the crown worn by Sri Lanka’s last King, Sri Wickrama Rajasinghe.
Alongside the revitalised crest, Principals also oversaw the creation of Dilmah’s new Premium Ceylon Tea brand. A project three years in the making, the brand is the result of seven in-depth consumer studies involving more than 6,000 Australian tea drinkers.
The research confirmed the importance of Dilmah’s distinctive teal colour, as well as references to the Fernando family and the provenance of the tea. These elements feature prominently in the packaging of the new Premium product with the addition of Dilmah’s bespoke artisanal teacup, designed by Australian artist Cristina Re.
“What an honour to work directly with Dilhan to help preserve his father’s legacy. Throughout the process, Dilhan was keen to pay homage to both his father’s work and the essential tea worker. Dilmah’s unwavering commitment to quality closely aligns with our own approach at Principals, and it’s inspiring to help a purpose-driven brand go from strength to strength,” added Principals design director Min Ker.
De Dodwell added: “Our late founder made a stand for nature and sustainability. He made a stand for quality and wellness. He made a stand for artisans, their families and their passion. We are making that same stand today with a new, refreshed brand that strengthens our core and appeals to today and tomorrow’s drinkers.”
