Honest Tea just unveiled today a redesigned line-up of their teas in PET plastic bottles with a fresh new look hitting the streets across the country.
"To communicate the health and taste benefits to a wider audience, Honest Tea turned to Moxie TM, Inc., a New York-based brand design and development firm. "Because we wanted to distinguish the brand from the sea of color that appears in this category, we started with a clean white canvas," explained Tammy Vaserstein, Creative, Principal, Moxie TM. "In addition, white has the most impact on shelf within this category while communicating freshness and simplicity, whereas too much color says 'artificial' rather than 'organic', and a sliding bar graphic serves as a visual icon helping consumers understand how much EGCG is in each variety," she added."
"According to Moxie TM, the brand's existing equities were identified as the black border around the label incorporating the Honest Tea brandmark and the signature 'T.' "The black border creates an anchor across all of Honest Tea's product lines and we used the white area within the black frame as a clean palette where we could tell their story in a modern and fresh way," said Vaserstein. Clean and simple typography matches the brand's promise, and luscious fruit illustrations within each 'T' add to the fresh, organic appeal while standing out against the white background."
