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Case study

Brand positioning for a global membership organisation 

Organisation type

Charity/third sector

Membership organisation

Sector

Disability, diversity, equity and inclusion

Environment and sustainability

Service

Brand

Content development

Copywriting

Design

Stakeholder engagement

Strategy

Video and photography

Websites

The brief

ETP – tea’s global membership organisation – needed to rearticulate its mission and purpose to support its ambitious Strategy2030. Following a competitive tender, Barley was appointed to reposition the organisation and develop a new brand.

Our challenge was to unify the perspectives of ETP’s members and Board to create clear, consistent messaging that resonated across diverse audiences. Visually, the brand needed to reflect ETP’s credibility and pro-business approach while remaining relevant to everyone working in tea.

Insights and approach

The project began with ETP’s vision: a thriving, socially just and environmentally sustainable tea sector. Given its diverse global membership, Barley focused on understanding ETP’s structure, culture and communications from every angle.

Through surveys, interviews, and workshops with over 80 members, we uncovered key insights around perception and positioning. The existing name – Ethical Tea Partnership – carried colonial connotations and suggested certification, which no longer reflected ETP’s strategic direction.

Using both qualitative feedback and AI-assisted research to analyse definitions of ‘ethical’ and ‘partnership’, Barley identified the need for a name change while maintaining brand recognition. This insight shaped a clear brand strategy and creative direction.

Results

We helped ETP craft a mission aligned with its vision: catalysing systemic change to benefit everybody in tea – particularly in producing regions.

Our messaging and tone of voice guidance captured credibility, compassion and collaboration, ensuring consistency across communications.

We recommended shortening the organisation’s name to ETP, retaining brand legacy while removing outdated and restrictive associations. Working with design partner Yoke, we developed a brand identity that placed people at the heart of tea’s future:

  • A logo uniting tea, people and the world – elements greater than the sum of their parts.
  • Overlapping shapes reflecting ETP’s role at the intersection of industry challenges and opportunities.
  • Organic textures and warm photography highlighting the humanity behind the work.

The result is a refreshed, authentic and globally relevant identity – one that reflects ETP’s evolution as a catalyst for change.

“

ETP has worked with Barley Communications to redefine our mission, review and update our brand identity, and redevelop our website. They have been a true partner each step of the way. The Barley team made a conscious effort to understand our work, embed themselves in the team, and ensure a collaborative environment. Working with Barley Communications ensured a successful re-brand for ETP – and I would not hesitate for a second to recommend them.

Brian Lainoff

Head of Communications, ETP

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