Celestial Seasonings

Sterling’s fundamental challenge was to create a new design for Celestial Seasonings that would establish a brand block at shelf, without taking away the personality so intimately associated with this nostalgic brand. Drawing cues from the historic wordmark, our team explored a range of expressions and designed a premium, sensual new logo that truly embodies the new brand essence — “tantalizing adventures for the senses.” A new variant system was created to help loyal customers find their favorites as well as provide easy navigation to attract new users.

Our Work:
Consumer insights research, packaging graphics