Our new Cold Brew Tea was a first in a long line of firsts from the Pure Leaf brand. Introducing a new brew process in the ready-to-drink / grab-and-go market is a challenge. But our packaging design for the line extension was up to the task.
Within the world of tea, the cold brew process is celebrated as an extremely smooth extraction technique. The gentle steeping process coaxes out the subtle sweet and aromatic compounds in the tea leaves. This labor-intensive process has never before been visually brought to market so consumers don’t know why they should care. All this meant we had to educate individuals about the great benefits of cold-brewed iced tea. Our challenge for this design was to develop an elevated — yet simple — solution that introduces a new player in the tea category. It had to live within the Pure Leaf family yet be differentiated and clearly communicate the benefits of the cold brew process.
Slow falling tea leaves drift down the label, gently guiding the eye to the “smooth taste” messaging. All this speaks to our mastery and craft. We kept the design minimal and focused on our high-quality ingredients — which is a tie to our Masterbrand. The key visual clearly communicates the length of the brewing process and smooth taste. It gives people a reason to give this tea a try. In the world we live in reductive and understated design pops off the shelf and looks premium. Other brands have 3-D holographic logos or hand painted rainforest labels. In a world of maximalism where everyone is shouting for attention, restraint in design speaks loudest of all.
Don’t take our word for it. Pure Leaf Cold Brew tea is the number one tea innovation in the convenience and grocery channels.
PepsiCo Design & Innovation
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