Tick Tock, one of the UK’s most beloved and iconic tea brands, has partnered with creative agency Only Now to help launch their first ever decaffeinated black tea. Known for its rich, bold flavours and distinct heritage, Tick Tock is now offering a new blend that delivers the traditional, robust taste of black tea with less caffeine.

The goal was to ensure the packaging for Tick Tock Decaf not only highlighted the product’s unique qualities but also stayed true to the essence of the Tick Tock brand. Together, Tick Tock and Only Now have crafted a visually striking design that successfully blends the brand’s long-standing heritage with a contemporary appeal, making the new product instantly recognisable and easy to spot on the shelf.

The use of layered typography adds depth and flavour, with a feeling of movement that captures Tick Tock’s playful personality. In terms of colour, Tick Tock’s signature red and blue brand colours were creatively reimagined. Traditionally, red has been the dominant colour in Tick Tock’s branding, but for the launch of the decaf variant, Only Now flipped this colour palette to place more emphasis on the blue. This strategic shift helps to visually distinguish the decaf tea from the rest of the brand’s lineup and is also a category cue, as blue is widely associated with decaffeinated products.

“We’re excited to launch Tick Tock Decaf and collaborating with Only Now has allowed us to craft a design that not only stands out but also feels like a natural extension of the brand. Our goal was to create a product that would appeal to both our loyal fans and new consumers who are looking for a decaffeinated option, the design perfectly captures this balance,” says Nadia Morse, Commercial Director at Tick Tock.