As expected, Honest Tea has taken the next step in a brand refresh, having announced that its glass bottle line will now feature new graphics and a tweak in formulation.
The company first showcased its new look in April with the launch of its “Summer Refreshers,” a line of multi-serve tea and lemonade drinks, which feature the brand’s updated logo and use of Fair Trade Certified sugar. The glass bottles has incorporated the new imagery and also includes the addition of the 1% for the Planet stamp, a notation of the company’s inclusion of organizations that donate at least one percent of a product line’s annual sales to environmental causes, on the back label. Honest Tea is also now using fair trade sugar in the sugar-sweetened varieties of its glass bottle products, all of which have been brewed with Fair Trade Certified tea since 2011.
The new labels were also updated “to bring to life the images and inspiration behind each tea variety, as well as link more closely to the broader Honest beverage portfolio,” according to the Coca-Cola-owned company. The labels now include border imagery that mirrors the design within brand’s iconic “T” on the front label, each of which differentiated by drink variety. In April, Goldman told BevNET that Honest Tea’s 16.9 oz. PET bottles will feature the new logo and evolved branding sometime next year.
“We are thrilled to make the switch to Fair Trade Certified sugar and sign on with 1% for the Planet,” Honest Tea co-founder and TeaEO Seth Goldman said in a statement. “To mark the occasion, for the first time in 16 years, we (nervously) took steps to refresh the look of our much-loved glass line. We surprised ourselves with the new label design – a fun, eye-catching way to expand on our story.”
Honest Tea also announced the addition of a new raspberry variety to the glass line. The company first unveiled Radiant Raspberry Tea at the 2014 Summer Fancy Food show, where Honest Tea’s booth representatives noted that the product had initially been on the market as “Raspberry Fields” and was sold exclusively at Whole Foods. Made with organic black tea, organic raspberry juice, blackberry leaves and fair trade sugar, the new look tea contains 60 calories per 16 oz. bottle and will be available nationwide beginning in October.