Celestial Seasonings

When companies organize a redesign, it’s usually with increased sales and happier customers in mind. But in the case of Celestial Seasonings, it simply meant confused buyers who would opt for another brand. Because of this, Hain Celestial Group Inc. has decided to return to its classic packaging for the Celestial Seasonings tea brand, hoping to bring back their loyal customers.

The new design launched in August 2015 and the results haven’t proven promising. In going back to the classic packaging, they hope to recharge the business. While no one can say for certain where the new packaging went wrong, it was likely because of the emotional connection many consumers felt with the brand. The original images were recognizable, and the experiences that people had with Celestial Seasonings products were clearly impactful enough to make many reject the redesign.

The need to go back to the original design doesn’t seem to have them too worried, though. John Carroll, chief executive officer of Hain Celestial North America sees the switch back as an exciting opportunity. Additionally, he emphasizes that this setback doesn’t affect the bigger picture: “Nothing has changed about what was in the box or what’s in the tea bag. Celestial Seasonings has been around since 1970 and there’s only one SleepyTime and one Red Zinger.”