DCaf will be positioned as a flavoursome premium tea, rather than focusing on the lack of caffeine.
The DCaf identity mirrors PG Tips' typography to emphasise the brand's heritage. The packaging and logo have been created by branding agency Design Bridge.
Available from this month, DCaf is aimed at health-conscious mature females.
The decaffeinated tea market is bucking the overall trend of falling tea sales and is now worth an estimated £18.5m, accounting for 4% of all UK tea sales, according to ACNielsen.