New Honest Tea label celebrates ingredient origins

摘要

Launched in 1998 and now the nation's top-selling organic bottled tea, the Honest Tea brand is known for its healthy and exotic ingre-dients and corporate social responsibility efforts. The brand is also known for its iconic packaging graphics-a "keyhole T" and black border-used on the labels for its glass and PET bottles of ready-to-drink tea. But after using the same label elements for 16 years, Bethesda, MD-based Honest Tea felt it was time for a brand refresh. "We had been on the shelf for 16 years with the same basic look," says co-founder and TeaEO Seth Goldman. "As much as we had become the best-selling tea in the natural foods category, and as much as we continue to grow, we felt it was an appropriate time to be thinking about what we could do on our labels to bring out the ingredients and the romance-the cultures behind our drinks-in a more explicit way."