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Filling & Packaging 29.09.2011

Honest Tea Refreshes Labels As PET (PLASTIC) LINE Gains National Distribution – New Designs Capture…

Honest Tea, an US top-selling organic bottled tea company, unveiled a redesign of its PET (plastic) line of…

…The Brand’s Heritage Of Taste, Organic Ingredients And Whimsy

Honest Tea, an US top-selling organic bottled tea company, unveiled a redesign of its PET (plastic) line of Honest Tea® and Honest Ade®. Starting in September, the new look will begin hitting store shelves.

The label refresh was initiated over three years ago after a series of consumer insights suggested that the brand could be making a bigger visual impact on store shelves.

The new designs feature a white background that highlights clean, vibrant images of the ingredients. Fresh 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 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 – such as a lemon half serving as a beach umbrella.

To further increase shelf standout, the brand's logo has evolved too. While maintaining the Garamond font that has become a part of the brand's graphic identity, the word "Honest" is now larger, to create greater brand unity across the line. The iconic "T" shape remains as a recognizable symbol on the line of tea products. The new labels are not reflective of any formula changes.

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