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Client
Elmwood/Make Mine a Builder’s
Design Consultancy
Elmwood
Nick Ramshaw
01943 870229
nick.ramshaw@elmwood.co.uk
www.elmwood.co.uk
When someone in the Elmwood design studio asked, ‘Anyone fancy a cuppa?’, the reply came, ‘Make mine a builder’s’. In an instant, an idea was born. But rather than pass the idea on to a specialist manufacturer, Elmwood decided to go it alone and develop its very own tea brand.
Here was an opportunity for a successful brand consultancy to change its revenue model from design fees to royalties, and to build a new equity and enhance their reputation. It was also a chance to put a smile on the faces of tea drinkers and reinvigorate a market category which has seen a year-on-year decline.
Elmwood were responsible for every aspect of the brand’s development. By using the traditional black and yellow cues inspired by the building industry’s construction tape, immediate shelf stand-out was achieved. The name is the original phrase that inspired the brand, whilst the language and tone of voice is engaging, authentic and down to earth.
The success has been phenomenal. ASDA shoppers snapped up the product, which is now stealing market share from other, more established, premium brands. It has surpassed ASDA’s expectations by 26%, and in just one year 20 million cups were sold, bringing in £1000 a week for Elmwood and steadily building a loyal consumer base.
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