BEVERAGE / HONEST TEA
Work
Honest Tea
REJUVENATING A LEGACY BRAND FOR A NEW GENERATION
THE CHALLENGE Honest Tea, a pioneer in the organic beverage space, was facing increasing irrelevance. Its brand perception had become "dusty," primarily attracting an aging demographic and losing significant market share to vibrant, youth-oriented competitors. The strategic imperative was to rejuvenate the brand to capture a younger, health-conscious audience within a visually saturated and highly competitive market.
THE CREATIVE STRATEGY As Chief Creative Officer, I worked directly with founder Seth Goldman to spearhead the brand's strategic modernization. My creative direction centered on achieving shelf-standout and clarity. We introduced a radical, clean-white design system and vibrant, fruit-forward illustrations that became the core of a unified visual identity, successfully retelling the "Honest" story for a new generation across all consumer touchpoints.
THE RESULT The rebrand was a catalyst for explosive growth, causing sales to more than triple in just three years. This success prompted a $43 million investment from The Coca-Cola Company in 2008, a partnership that culminated in a full acquisition by 2011, proving the strategic power of the rebrand.
