Legacy, meet contemporary
Stash Tea company strikes a solid balance with high-quality tea at attainable prices.
The main problem is that their brand feels dated and catered to an older audience.
My goal with this redesign is to bring life to a product I love.
The challenge was to build a brand that would resonate with a younger generation, but also speak to the heritage and legacy of a great tea brand
Stash's original brand drew inspiration from the story of ship captains being given a "stash" of luxury tea for themselves. I chose to keep some of these nautical elements (it's a cool story after all!) but bring new life to the brand.
During my competitive analysis a couple of things stood out: Color provides a clear and fun indicator of flavor. Also, the use of patterning provides a nice blend of contemporary style and luxury.
I took a variety of approaches with quick sketches and even alternated through a few designs as I got closer to final. The treatment I ultimately chose struck the right balance for me between maintaining the legacy and luxury of the original brand while bringing it to life with a contemporary touch.