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Celestial Seasonings Goes Bold for Gen Z

Understanding that Gen Z is less likely to respond to text-heavy packaging, the company introduces a new functional line and updates core varieties with iconic, attention-grabbing graphics.

Celestial Seasonings' Authentic Green Tea BEFORE (l.) and AFTER the redesign.
Celestial Seasonings' Authentic Green Tea BEFORE (l.) and AFTER the redesign.

Celestial Seasonings’ new line of Energy and Probiotics teas is hitting store shelves now, with graphics that brim with energy and intrigue. The new design was done by brand strategy and design firm CBX, which also updated Celestial Seasonings’ core green and black teas to pique the interest of the younger tea drinking generation.

“Functional foods and enhanced beverages are really important to Gen Z, and it’s not just about health and performance,” explains Audra Nebolini, an associate creative director based in CBX’s New York office. “Younger consumers are keenly interested in the way tea affects their energy level and overall mood. Celestial Seasonings’ new packaging tells that story in bold, eye-catching ways. It’s a refreshing take for the tea aisle, which can sometimes feel a bit dated.”


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