Celestial Brand Comes Down To Earth

January 22, 2008
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Celestial Seasonings research revealed consumers were finding it difficult to shop its line of tea, so the company launched a global rebranding, with a new logo and new packaging for each of its 90-plus flavors.


Celestial Seasonings research revealed consumers were finding it difficult to shop its line of tea, so the company launched a global rebranding, with a new logo and new packaging for each of its 90-plus flavors. The brand has traded its fanciful illustration style for one that is “more realistic” and product-focused. Honey Lemon Ginseng Green Tea, for instance, swapped the image of a warrior with fresh lemons and honey in an Asian landscape. Color bands and consistent positioning of flavor names and logos help consumers shop the set. Cartons are biodegradable and entirely recyclable, and, in an effort to reduce waste, the brand continues its practice of omitting strings and tags from tea bags.

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