Not long after Coca-Cola acquired Honest Tea, Beardwood&Co. were asked to help relaunch the core line to appeal to a broader range of consumers. Honest Tea is known and loved by an army of health-conscious, natural tea drinkers, but non-users saw the brand as too serious and less flavorful than the bevvy of new tea competitors coming to market.
In collaboration with Honest’s in-house creative team, Beardwood&Co. tested many packaging design iterations with consumers to understand how far the brand could stretch — appealing to a new audience while staying true to its roots. Beardwood&Co. learned that it was critical to keep the T shape for brand recognition, but not at the expense of appetite appeal, refreshment, or shelf navigation.