Thea’s Tea gets refreshing redesign

As part of an effort to expand Thea’s English Standard Tea’s product distribution, product labeling is redesigned to reflect the tea’s natural flavors.

Pw 183473 Theas Lineupkitchen M

Thea’s English Standard Tea has been available exclusively through P.J. Clarke’s restaurants. The product is an eight-SKU range of all-natural, zero- calorie, sugar-free iced tea in a glass bottle with flavors like Black Rose, Honeysuckle, Smokey Lemon, and Dandelion Mint.

In an effort to expand product distribution online and into additional retail outlets, Thea’s embarked on a package design and rebranding project with Berlin Packaging and its Studio One Eleven design arm to best capture their values and positioning. The tea provides a healthy alternative for savvy consumers, and the new brand design needed to reflect sophistication as well as communicate natural taste.

The resulting packaging presents the product in a modified 16-oz French square glass bottle with a custom 48-mm lug neck finish. The faceted corners enhance the bottle, creating a jewel-like presentation that strongly stands apart from competitors in the iced tea category.

The clear label lends a transparent presentation showcasing the product, while bringing to life the handcrafted, small-batch origins of the brand. The branding allows consumers to quickly identify the eight flavors visually and distinctively. Crisp yet soft graphics further enhance the healthful botanical theme. The clean and bold white typography includes a playful leaf dotting the “i” in “English.” Bright, fresh colors punctuate the flavor identifier bars, a zero-calorie stamp, and the leaf-shaped title; all of these elements play off the vibrant colors of the product itself, which are as clear and beautiful as their names imply.

Special Report: Track & Trace
Discover new tools to approach the supply chain that allow you to leverage your data, see real-time visibility, and forecast future sales. You’ll also learn about KH Hive, an in-house digital demand planning tool that Kraft Heinz created to help the company realize its goals, forecasting sales expectation down to the SKU level, location level, and daily level.
Read More
Special Report: Track & Trace
Rethinking Packaging Robotics to Prioritize Flexibility
In this eBook, you’ll learn how to guard against the traps that CPGs sometimes inadvertently set for themselves when implementing robotics that lead to automation “brittleness.”
Read More
Rethinking Packaging Robotics to Prioritize Flexibility