At Coley Porter Bell, we fundamentally believe in diversity, equality and self-expression and we wanted to celebrate how being LGBT+ in 2016, should be really quite ‘everyday’. We started by thinking how being gay in London is less about rainbows and glitter (well, sometimes) and more about having a laugh with friends over a cup of tea.
So, if Pride in London’s mission is to make LGBT+ more acceptable and every day, we asked ‘what could be more everyday than a cuppa?’
In partnership with award-winning ethical tea company, We Are Tea we created Gaiety – a tea to take pride in.
Launched to coincide with Pride in London, we created limited edition personalised tea caddies in three varieties; Builders, Earl Grey and Super Berry. The design concept brings ‘two of the same’ together – in this case, teacups and teapots – linking handles and spouts in a show of affection. The idea is amplified through personalisation; names could be added to celebrate the unity of friends and partnerships.
To support the packaging, we also developed advertisements and a web page on the We Are Tea site, as well as selling Gaiety-branded tea at Rosie & Joe in Soho.
"Raise your mugs and pinky fingers in the air, London Pride is here again, and we're having a cuppa!
We know that around this time of year the LGBT+ community can often be stereotyped. 'Why put people in a box?' we cry (that's for teabags)! Let's celebrate the 'everydayness' of being gay in 2016 with a clink of our tea cups. What could be more natural than that? "