Clipper

Back in the 80s, tea was just tea. It came with milk and two sugars, and nobody thought much about what was in the bag – or how it got there.

Then, in 1984, Clipper came along and changed all that, becoming the UK’s first Fairtrade tea company and championing organic blends long before it was fashionable.

After a highly successful rebrand by big fish® in 2008, Clipper already had an extremely distinctive visual identity and a strong voice with a clear point of view.

But as the world of tea and infusions grew busier and competitors began to catch up, the brief evolved – opening up opportunities to bring a little more wit into the language, particularly on pack.

Over the next eight years, I wrote copy for packaging, press ads and brand guidelines, and came up with product names for a growing range of blends – many built around drinking occasions or specific benefits.

The aim was simple enough: add more personality, surprise and shelf standout, while staying true to Clipper’s integrity and principles.

Brand language | Product naming | Press ads | Pack copy | Brand guidelines

Design: big fish®

Tap below for zoomy zoomy.

A box of Clipper Calmer Chamomile tea with illustrations of daisies, a chameleon, bees, and dragonflies on a light blue background. Copywriting by Lee Anderson.
Packaging for Clipper Main Squeeze organic lemon and ginger infusion, featuring illustrations of lemons and tea cup with leaves and a tag that says 'Clipper'. Copywriting by Lee Anderson.
Packaging for Flower Power organic tea with pink background, featuring white daisies, purple and green leaves, a ladybug, and a black mug with the words 'Flower Power' in white and 'Elderflower, Hibiscus & Limeflower, Organic Infusion' in orange, hig
A box of Clipper organic herbal tea called 'Snore & Peace' with chamomile, lemon balm, and lavender, featuring a night sky with stars and a crescent moon in the design. Copywriting by Lee Anderson.
A package of Clipper organic double mint and fennel infusion tea. The packaging features illustrations of mint leaves and mentions that it contains 20 wrapped tea bags, weighs 38 grams, and is labeled as natural, fair, and delicious.
A colourful advertisement promoting green tea, featuring a large green background with a stylized steaming cup of tea and tea leaves, and text that reads, 'Any colour as long as it's green'. Copywriting by Lee Anderson.
Package of Clipper Organic Elderflower, Lemongrass, and Apple tea by Cloud Nine with a blue background, white clouds, black birds, and green leaves. Copywriting by Lee Anderson.
A vibrant tea packaging with an orange background decorated with illustrations of lemon slices, butterflies, and green leaves. The label reads "CUPPERR NATURAL, FAIR & DELICIOUS" and features a black mug illustration with "HAPPY MONDAYS" and flavor d
The package features a floral design with pink blossoms and green leaves. It is labeled as "Clipper" with the product name "Zen Again," an organic herbal infusion made with lemongrass, eucalyptus, and ginkgo. It contains 20 tea bags, each weighing 3.
A product package for a herbal tea blend called 'Rise & Shine' featuring organic mate, lemongrass, and lemon verbena. The design includes a sunny yellow background with sun illustrations, a black tea cup, and text promoting the tea's natural, fair, a
Green tea package with illustrations of a lemon, lime, ginger, and a crown, labeled "Queen of Greens" organic green tea with lime and ginger, 20 bags. Copywriting by Lee Anderson.
A colorful design featuring a black teacup with the text "Get to know us over a cup of tea" inside it, set against a background of white daisies with yellow centers and a blue sky. There is also a yellow and blue dragonfly and a yellow label on the l
Chart with three columns labeled 'too little,' 'just right,' and 'too much.' The chart provides examples of tea preferences, with 'just right' marked with a check. Below the title is a decorative illustrated feather.