Good Earth Teas
- Good Earth had gone global long before going global was fashionable in hot beverages. Their dated packaging system, however, attempted to evoke a sense of world cultures but fell into caricature instead. With this redesign, Good Earth has recaptured a level of sophistication, achieved unity across its product line, increased shelf impact — and salvaged their fine reputation as responsible citizens of a benevolent world.
STRATEGY, POSITIONING, BRAND DESIGN, PACKAGING DESIGN, FLAVOR SYSTEM
- Cultural sensitivity is an important part of good governance for any business, but is also an opportunity to demonstrate an appreciation for the differences that make every part of the world and its people unique. The Good Earth brand, as demonstrated above, needed to recapture the sense of being a respectful trader bearing gifts from abroad. We’re just glad to have helped match their image to their “good earth” name.