Celestial Seasonings Teas Get a Generation-Influenced Facelift

Oct. 12, 2020
The Generation Z-focused packaging was designed by CBX and emphasizes energizing, mood-lifting and probiotic benefits.

Before (left) and after images of Celestial Seasonings' Authentic Green Tea packaging shows move to bolder graphics and less text.

CBX is at it again. The same agency that ushered in Land O' Lakes maidenless packaging as well as J.M. Smucker's new logo is adding tea to its portfolio. New York-based CBX, whose clients also include Mondelez, Keurig Dr Pepper, and General Mills, was tasked with a project to design the packaging for a new line of Celestial Seasonings' functional teas.

In addition to designing the packaging for the new line of energizing, mood-lifting teas—which are already on store shelves—the agency also provided an update to the brand's core green and black teas.  to pique the interest of the younger tea drinking generation, said Audra Nebolini, an Associate Creative Director based in CBX's New York office.

"Functional foods and enhanced beverages are really important to Gen Z, and it's not just about health and performance," said Audra Nebolini, an Associate Creative Director at CBX.

"Younger consumers are keenly interested in the way tea affects their energy level and overall mood." Nebolini goes on to say that members of Gen Z are less likely to respond to a text-heavy pack.

"They don't need a lot of information—they'll make a quick decision based on an attention-grabbing image, a functional additive or a perceived benefit like 'Energy' or 'Probiotic."

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