the task
In 2024, Typhoo undertook a major brand repositioning centred around its new ‘Fear Free Tea’ platform, a bold commitment to ethical sourcing, women’s safety, and industry leadership.
The repositioning represented more than a new campaign; it signalled a transformation in tone, messaging and visual identity. The challenge lay in translating this purpose-led platform into the retail environment, ensuring it delivered clarity, confidence and stand-out at shelf, while remaining compliant within varied retailer frameworks.
Typhoo needed a partner who could bring the new positioning to life consistently across every shopper touchpoint, from digital retail media to in-store activation, without losing the integrity or ambition of the brand story.
the solution
Jellybean partnered closely with Typhoo to interpret the Fear Free positioning into a cohesive suite of shopper marketing assets designed for rollout across multiple retailers. Our role was to bridge brand and retail, preserving the integrity of the new brand narrative while optimising creative for high-impact retail assets.
Guided by Typhoo’s mission-led messaging, highlighting ethical sourcing, industry accountability, and improved product quality, we created bold, highly legible assets designed to cut through the noise of busy retail environments and command attention at shelf.
We developed a comprehensive toolkit of shopper assets across major UK retailers including Tesco, Asda, Morrisons and Ocado. The scope spanned both digital and in-store channels to ensure consistency throughout the shopper journey.
Activation assets included:
- Retail media display banners
- Search and category placements
- Large-format in-store signage
- Trolley and aisle media
- Shelf-edge communication
- Printed advertising
Alongside campaign-specific materials, we created a core asset library to support ongoing retailer activity and maintain long-term visual cohesion.
Each asset was carefully adapted to retailer specifications while retaining the strength of Typhoo’s refreshed identity, ensuring the Fear Free narrative translated clearly and confidently wherever shoppers encountered the brand.
the results
The rollout established a clear and unified retail expression of Typhoo’s Fear Free positioning across multiple channels and environments. Retail-ready creative enabled efficient cross-channel deployment, supporting the relaunch with assets that balanced purpose-driven messaging with strong shelf visibility.
By translating a complex brand repositioning into practical shopper communications, Jellybean enabled Typhoo’s new identity to move seamlessly from brand platform to retail execution, reinforcing credibility, clarity, and impact at the point of purchase.
