Pure Leaf relaunches its premium teas in the UK and Netherlands, with a global brand and packaging redesign by London agency PB Creative.Pure Leaf’s range of single-origin and blended teas uses ingredients sourced from top producers all over the world and is made in collaboration with the industry’s most reputable tea masters. The brand goes to great lengths to source its tea in a sustainable and responsible way, and prides itself on using traditional manufacturing methods to produce the ultimate cuppa.But it was felt that Pure Leaf’s philosophy, brand ethos and provenance stories were somewhat muted on pack and needed to be brought to the fore to elevate the offering and create stand-out, both instore and online.So Pure Leaf approached PB Creative and, in response to the challenge, the team has created a modern, premium design that truly reflects the carefully curated, environmentally responsible and first-class nature of the range, as well as helping it achieve prominence in an increasingly busy category.CreditsPB Creative