We developed a range of gift caddies to take the Williamson Tea brand elephant and transform it into a unique three dimensional icon. The distinctive shape has strong on-shelf presence and powerfully links the caddy with the brand logo (an elephant). The range of elephant caddies, each with different graphics and characters, allows the brand to appeal to a wider audience and for the caddies to become collectible. The silver sleeve helps communicate the premium nature of the brand and also gives on-shelf standout.