Beverage Industry

Visual impact

October 14, 2011
Honest Tea

Last month, redesigned Honest Tea and Honest Ade PET bottles began hitting store shelves. Honest Tea, the Bethesda, Md.-based wholly owned subsidiary of Coca-Cola, initiated the packaging design changes more than three years ago. 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 images 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.