Crafted for excellence
Dilmah, renowned for creating the world’s finest single-origin ethical teas from its own Sri Lankan gardens, faced a unique challenge in a post-global financial crisis world.
The tea industry was dealing with increased competition and the commodification of the category, leading Dilmah to take bold action. Their goal: to introduce a range of teas that would resonate with a new generation of tea drinkers (Generation Z and Millennials) by capturing the essence of craftsmanship, familial passion, and an unwavering commitment to taste, natural goodness, and ethical principles.
Crafted for excellence
Dilmah Finest Tea Range
Dilmah Finest emerged as the brand’s answer to the challenges of the changing market. A collection of meticulously handpicked teas and infusions, each chosen for their exceptional quality, fragrance, and character, this new range embodied Dilmah’s values and heritage. Our strategic approach combined in-depth market research, consumer insights, luxury trends, and competitor positioning to develop a packaging design that both appealed to loyal customers and stood out in a saturated market.
Inspired by luxury packaging aesthetics, we infused artisanal artistry into the designs, emphasizing simplicity while capturing the purity of the products. Each package told a story of Dilmah’s rich heritage, the tea-making process, and a tribute to founder Merrill J. Fernando, ensuring that his legacy continued to inspire. The 24 SKUs were rolled out with a cohesive colour guide for clear product differentiation, supported by a multi-channel marketing strategy, including out-of-home media and a captivating launch video, affirming Dilmah Finest’s place at the pinnacle of quality and sophistication.
Dilmah Finest Ceylon Cinnamon
Dilmah expanded its range with Finest Ceylon Cinnamon, a product born from the brand’s dedication to purity, natural goodness, and ethical sourcing. The challenge was to elevate Ceylon Cinnamon as a luxury product, showcasing its rich heritage, superior quality, and health benefits.
Through interactive workshops and strategic sessions, we developed a cohesive brand narrative for the Ceylon Cinnamon range. The packaging design blended traditional storytelling with modern aesthetics to highlight the cinnamon’s authenticity and luxury. Gold dusting was applied to represent the cinnamon powder, while the layered colour scheme symbolized the multiple tiers of cinnamon’s complexity and richness.
The President of Sri Lanka praised the initiative at the Dilmah Finest Ceylon Cinnamon launch, recognising the product’s potential to transform the country’s economy and reaffirming the global recognition of Sri Lankan Ceylon Cinnamon (Sunday Times, 2024).
Both Dilmah’s Finest Ceylon Tea ranges continue to generate increased awareness, enhance brand perception, and make a favourable market impact as it’s celebrated for its far-reaching health benefits and culinary excellence.
This project was completed by the Davidson Branding team prior to them becoming part of Principals in March 2025.
