Honest Tea
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.
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.
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