Beverage Industry

Honest Tea labels get a makeover

September 6, 2011

This month, redesigned Honest Tea and Honest Ade PET bottles began hitting store shelves. Honest Tea, the Bethesda, Md.-based wholly owned subsidiary of The Coca-Cola Co., initiated the packaging design changes more than three years ago after a series of consumer insights suggested that the brand could make a bigger visual impact on store shelves.

The new designs feature a white background that highlights images of the ingredients. To further increase shelf standout, the brand's logo has increased in size.

Tea leaves and large cut-open fruit are presented in an elegant and often playful way to reinforce the simplicity and deliciousness of the ingredients, the company says. The tea labels also feature a prominent call-out specifying "Brewed Organic Green, Black or White Tea Leaves" to reinforce the authenticity of the ingredients.

The images on the Honest Ade labels include fun treatment of the fruit by giving it unexpected scale and context, the company says, such as a lemon half serving as a beach umbrella.

"We had a lot of fun developing this new look," said Peter Kaye, vice president of marketing, in a statement. "We want our labels to stand out on store shelves and drive appetite appeal, all while maintaining our signature Honest brand look. We are thrilled to finally be unveiling our hard work and think both our loyal consumers, and many new consumers, will be interested in the appetizing images and fun stories each variety takes on."

Honest Tea's internal team worked with brand design agency Turner Duckworth to help develop the new label design architecture. Michael Kravit, Honest Tea's creative director, said in a statement: "We drew inspiration from the simplicity of the ingredients to drive the overall look and as a result, the labels are true to the Honest brand and what's inside the bottle."