Celestial Seasonings brand identity was given the most extensive update in 37 years by Sterling Brands. I am a long-time admirer of Sterling Brands’ packaging design and branding work, both of which I find very inspiring.
Yet, I have to admit that when Celestial Seasonings new boxes of teas hit the shelves, I was strangely disappointed. Someone like me who mentally redesigns packaging when scanning a store aisle (dark secret confession of a packaging designer) should have been delighted to discover her favorite brand of teas with a beautiful new face.
As a consumer of Celestial Seasonings for several years, I’d come to love the busy packaging with quirky little quotes on every flap and surface of the box, along with the fascinatingly detailed illustrations. The densely adorned panels of the Celestial tea boxes were what defined the authentic style of the brand for me – rich, flavorful, eclectic and cluttered like a warm vibrant country kitchen with the fragrance of freshly brewing herb tea.
