Celestial Seasonings Goes Bold for Gen Z

Unlike prior generations of tea-drinkers, the creative director adds, members of Gen Z are less likely to respond to a text-heavy pack. “They don’t need a lot of information—they’ll make a quick decision based on an attention-grabbing image, a functional additive, or a perceived benefit like ‘Energy’ or ‘Probiotic,’” she shares.

CBX created the packaging designs for Celestial Seasonings' new Probiotics and Energy line and for its core green and black teas as well.

It’s part of why CBX’s designers use themes, symbols, and images so carefully in new packaging design, Nebolini explains. “Our new package design for English Breakfast Black Tea, for example, uses iconic, story-driven illustrations to create a more differentiating look,” she says. “The use of Big Ben and the British flag update the classic Celestial Seasonings line.”

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The CBX and Hain Celestial teams collaborated closely to ensure the designs, which are already available at Walmart, met the threshold for relevancy, uniqueness, and communication clarity. “It’s a common business challenge from our clients,” Nebolini says. “Brands want to be relevant and create smart innovations that appeal to younger target audiences.”

For the new SKUs, CBX created a new visual language to quickly communicate product benefits while staying true to the classic Celestial Seasonings roots. The designers used clever and inspiring category codes from the functional beverages, OTC, and wellness categories to inform themes and symbology on the new packs, Nebolini explains.

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That language carries over to the core teas, with an emphasis on iconic places, symbols, and nostalgic moments. The firm designed bold, posterized illustrations for both lines: a mystical Chinese dragon, a fist clutching a lightning bolt, and a palm cradling the sun. Celestial Seasonings’ new approach comes at a time when tea is expanding into a wider variety of channels, from retail and QSR, to high-end tea shops. Says Nebolini, “Products and packaging need to evolve in tandem.”