The London Tea Merchant is a British-born, American-raised tea company headquartered in the heart of the midwest, St. Louis. Family-owned and operated, they create exclusive loose-leaf tea blends from the brilliant hands and mind of owner and in-house tea sommelier Jackie. Whether you’re new to tea, an avid enthusiast, or somewhere in-between, The London Tea Merchant will provide the best loose-leaf tea on the market, carefully curated and blended in-house, to ensure every sip is indulgent, memorable, and just what you were looking for.

What originally started as a brick-and-mortar tea room (The London Tea Room), The London Tea Merchant was launched in 2015 to meet the demands of an expanding loose-leaf tea business. In 2023, they approached HALCON, intending to expand The London Tea Merchant’s brand awareness and e-commerce sales beyond the St. Louis region, as well as settle brand confusion that resulted in the launch of the e-commerce business.

To define The London Tea Merchant as an entity affiliated yet separate from their tea room, we built a comprehensive brand guide that defined The London Tea Merchant's brand, positioning, mission, and strategy. Through research, analysis, interviews, and industry-level insights, we provided clarification and direction for the brand across all channels, including social media, and a forthcoming website launch in spring 2024 to reflect the new brand.

Utilizing the insights from the brand guide, our team created and launched a 2024 marketing plan including an overhauled social media strategy, branded photo and video shoots, and a new email campaign to gain, nurture, and track brand awareness, leads, and conversions.