by Elizabeth Freeman on 03/17/2015 | 1 Minute Read
A mouth-watering, fresh and natural re-branding for Honest Tea by Beardwood & Co.. Honest Tea is known and loved by an army of health-conscious, natural tea drinkers, but non-users saw the brand as too serious and less flavorful than the bevy of new tea competitors coming to market. Hence, the opportunity of appealing to a broader range of consumers- while staying true to its roots- became the key driver in the brief from Coca-Cola (owner of Honest Tea) to Beardwood & Co.
“We redrew the logo in a friendlier font to help the brand feel more approachable, and embellished it with a small leaf sign-off. We also moved the tagline to the top of the bottle for greater emphasis: "Just a Tad Sweet" has always been the Honest Tea reason-for-being that differentiates the brand from its sugar-loaded competition. Hyper-real imagery highlights the organic, fresh ingredients and adds mouth-watering appetite appeal. Elements of the imagery break out of the T shape to add dimensionality and dynamism.” comments the agency.
The final design grabs attention on shelf, highlights flavor appeal and differentiation, and reinforces the brand mantras. The consistent T shape with two leaves is an iconic element across all products, reinforcing the natural essence of the brand.
Designed by Beardwood & Co.
Client: Honest Tea, subsidiary of The Coca-Cola Company
Country: United Kingdom
Creative Director: Sarah Williams
Strategy: Ryan Lynch, Sadie Dyer
Design Director: Loren Clapp
Designers: Michael Tyznik, Courtney Deary
Production: Anthony DeMarino, Rahil Shah
Photography: Michael Wepplo
Color Correction/Retouching: Dippin' Sauce
16oz Label Printing: Hammer Packaging
Multiserve Label Printing: American Fuji Seal
Variety Pack Printing: Coveris