Tuesday, September 6, 2011

New look: Honest Tea

Before.
After.
Honest Tea, an American company that produces organic bottled tea, is introducing a new label design for its Honest Tea brand teas and Honest Ade brand lemonades in plastic bottles this September. The new design was developed with Turner Duckworth.

The labels have been cleaned up, using white backgrounds, the logo in simple black Garamond letters and a fruit-centric image at the center, focusing on the simple ingredients of the product. Honest Tea keeps a T element from the previous design, while Honest Ade features quirky images of fruit on its label.

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A closeup on the new Honest Tea label.

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Seven newly redesigned labels.

A press release about the changes was sent out today, September 6, although the new design had appeared through other channels about a week before that. The new design is said to be available in stores in September.

From the press release:
The new designs feature a white background that highlights clean, vibrant images of the ingredients. Fresh tea leaves and large cut-open fruit are presented in an elegant and often playful way, to reinforce the simplicity and deliciousness of the ingredients. The tea labels also feature a prominent call-out specifying "Brewed Organic [Green, Black or White] Tea Leaves" to reinforce the authenticity of the ingredients. The images on the Honest Ade labels include fun treatment of the fruit by giving it unexpected scale and context- such as a lemon half serving as a beach umbrella. To further increase shelf standout, the brand's logo has evolved too. While maintaining the Garamond font that has become a part of the brand's graphic identity, the word "Honest" is now larger, to create greater brand unity across the line. The iconic "T" shape remains as a recognizable symbol on the line of tea products.

"We had a lot of fun developing this new look," said Peter Kaye, VP of Marketing "We want our labels to stand out on store shelves and drive appetite appeal, all while maintaining our signature Honest brand look. We are thrilled to finally be unveiling our hard work and think both our loyal consumers, and many new consumers, will be interested in the appetizing images and fun stories each variety takes on."

Honest Tea's internal team worked with international brand design agency Turner Duckworth to help develop the new label design architecture. Michael Kravit, Honest Tea's Creative Director said, "We drew inspiration from the simplicity of the ingredients to drive the overall look and as a result, the labels are true to the Honest brand and what's inside the bottle."

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