Runa’s revamp took nearly 18 months and included conceptual art from six design agencies and over 300 potential labels. It was a wieldy project, but co-founder Tyler Gage believes that the company, a marketer of guayusa-based tea and energy drinks, finally got it right.
In a video interview with BevNET, Gage discusses the revised labels for the brand’s tea and energy drink lines, each of which places emphasis on white space and a light watercolor design. The company views the new look as respectful of its indigenous identity and heritage; Runa works with Ecuadorian farmers to source guayusa. The project included input from Runa’s celebrity investors, including actor Channing Tatum, and others. Gage, goes into detail about the strategy and planning that went into the redesign and also discusses recent additions to its sales and marketing staff.