Hope & Glory wanted to cut through the noise with a clear message around what it means to build a genuinely sustainable brand in today’s tea market. We supported them by commissioning research to uncover public perceptions and habits around sustainability in tea, which informed interviews timed to coincide with Fairtrade Fortnight. This enabled us to highlight Hope & Glory’s core brand pillars — quality, sustainability, traditions, and family — while educating audiences on the practical challenges and considerations of delivering on those values in a meaningful way.