Typhoo

What does it mean to make tea right? While everyone has their own opinion on the perfect cuppa, there’s one thing we can all agree on: the sexual exploitation of women on tea estates must end.

3 in 4 women working on tea plantations face sexual exploitation—a terrible reality hidden behind the brands that overlook this issue. But Typhoo, the challenger British tea brand making a strong comeback, decided to confront it head-on. Their mission: to ensure that every cup of tea is free from fear and exploitation.

Typhoo went straight to the root by moving from a large, multiple supplier base to working with smaller carefully chosen, ethical producers that prioritise women’s safety. This was followed by a bold pack redesign featuring the question, “Is your tea fear-free?”, a direct invitation to think about what goes into your cuppa.

We then turned this powerful mission into a brand platform that tackled the uncomfortable truth head-on. The idea, “Make Tea Right,” brought to life the declarative statement of Typhoo’s intent to change an industry that’s long overlooked its labour practices and spoke to the new, enhanced quality of Typhoo tea.

The campaign launch hit stores across the UK and took over city streets in a bold out-of-home campaign that tackled the issue head on. 

Typhoo’s journey is just beginning, but one thing’s certain—they’re leading a movement to make tea that not only tastes good but does good, too.