Tea Time's Three-Word Mantra

Simplicity guides new branding and designs for Celestial Seasonings

The new look for Boulder, Colo.-based Celestial Seasonings (a brand of The Hain Celestial Group Inc.) is such a departure from its previous branding (pictured below) that the differences are evident in three easy words: clean, natural and modern. The first Celestial Seasonings teas in refreshed packaging were available in August; a full refreshed shelf set will be in place by the fall.


The refreshed packaging maintains some of the “heritage” elements of the previous designs but displays them on a brighter, less busy backdrop. These iconic elements, including commissioned tea-box art featuring characters such as Sleepytime Bear, are now integrated into a cleaner, more contemporary look. This fresh new graphic approach highlights the brand’s history as well as its future—capped off with the new, modernized logo.


The colors chosen for the redesigned packaging are muted and subtle, giving off a truer, more natural vibe than that of previous designs. Celestial Seasonings also prioritizes social responsibility, and the design reflects this with biodegradable and recyclable cartons and a signature tea bag free of strings, staples or individual wrappers. Through these efforts, the brand keeps 3.5 million pounds of material out of landfills every year.


While the tea leaves themselves have not changed, the logo has. Once set against a dark shape with reversed typeface, the new logo is brighter and airier. It maintains some of the original character of the old logo, but just enough to remind users of the brand to which they have been loyal.