THE DETAILS
Rebranding, Package Design, Illustration, Copywriting
THE CHALLENGE
Design and develop a brand and packaging refresh to reflect the evolving brand and business strategy for Hawai’ian Island Tea Company.
Simplify
Modernize
More Hawaii
Flavor True Color
Recognition
Create a clearer hierarchy of information
Address visual clutter in sketches
See what can be done with current design, but made simpler and more modern—should convey a “uniquely Hawaiian” design.
Color is important and must stay true to current flavors on packaging.
How “different” can we go with the redesign so that current consumers are still able to recognize that it’s the same company and same product? Our biggest fear is that the redesign is unrecognizable to brand loyalists.
Result
Develop a tone of voice to engage consumers.
Long and short from romantic descriptive copy for 10 product skus. We started with the original product copy and then boosted it with imagery from the islands and an emotional connection.
