Problem statement

Thea’s English Standard Tea, a delicious unsweetened bottled iced tea, was having trouble communicating qualities that would help sell the beverage: zero calories, no sugar, no sweetener, fantastic natural flavor profiles. 

Solution: Defining an audience and a story...

First we decided where design could help communicate to potential consumers, both end users and wholesale grocery stores: point of sale call outs, take-away’s, trade show booth, and B2B fact sheets.

The identified key competitive advantages (no calories, no sugar, no sweetener and robust taste) were getting lost on the bottle design. I developed collateral the could sing Thea’s English praises. Together we wrote the tagline: Proper Iced Tea, No non-sense. I also played up the English heritage to further differentiate from the competition.