Branding agency Principals has refreshed the Dilmah master brand crest and created a new Premium Ceylon Tea brand, marking the first change since the company was founded in 1985.
The updated crest retains the brand's core pillars — conservation and sustainability, changing lives and hand-picked with care — alongside imagery of Dilmah's founder, tea artisans and the Royal Crown inspired by Sri Lanka's last king, Sri Wickrama Rajasinghe.
The new Premium Ceylon Tea brand was three years in the making, informed by seven consumer studies involving more than 6,000 Australian tea drinkers.
Research confirmed the importance of Dilmah's distinctive teal colour, references to the Fernando family and provenance. The packaging also features a bespoke artisanal teacup designed by Australian artist Cristina Re.
Shamil de Dodwell, Dilmah head of marketing AU/NZ, said the brand had not changed its logo lightly.
"It's the first time in 40 years. But we have a noble vision — to make the world a better tea. Competition is fierce," he said.
“Deep discounting has eroded category value, commoditising the product. To align with the evolving tastes, values, beliefs and behaviours of today's consumers, we needed to reposition and refresh our brand and packaging.”
Min Ker, design director at Principals, said it was an honour to work directly with Dilmah chairman and CEO Dilhan Fernando to help preserve his father's legacy.
"Dilmah's unwavering commitment to quality closely aligns with our own approach at Principals, and it's inspiring to help a purpose-driven brand go from strength to strength," he said.
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