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Image by Nick Adams

The London Tea Merchant

Brand Development + Brand Design + Marketing Strategy + Monthly Marketing

The Client

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.

The Project

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.


The Results

A comprehensive, unique brand strategy built upon a foundation of industry-specific research and key stakeholder insights:

  • Competitor & Audience Analysis

  • Positioning Statement & Analysis

  • Mission, Vision & Purpose Statement

  • Audience-Specific Core Messaging

  • Audience Journey & Brand Story

  • Refined Visual Branding


A 2024 marketing strategy that:

  • Educates and empowers both new and seasoned tea lovers to elevate their tea experience

  • Provides clear calls to action for more conversions

  • Incorporates a consistent, cohesive color palette and tone of voice for instant brand recognition

  • Communicates key differentiators to build trust and awareness of the brand


By the Numbers:

  • 1.2K % increase in Facebook reach

  • 900% increase in non-followers engaged on Instagram 

  • Email open rates performing 30% above the industry average

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