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Celestial Seasonings is undergoing an extensive rebranding which will include new packaging, a new logo and new products, a premium line, and an entry into the coffee category with an organic line called Morning Thunder. The company is also initiating a 3.5 percent price increase in October.
For the first time, the company will launch a print campaign, in magazines such as Real Simple, Food & Wine, Health and Prevention, writes Brandweek. There will also be a point-of-purchase element and a tie-in with fitness chain Curves.
The new packaging will embrace a cleaner, more modern look, but will retain the inspirational quotes on the packages. “Our logo was not consistent and it caused consumer confusion,” says Matt Sungy, senior product manager at the company.
The initiative comes as sales for the tea-maker slipped 3.9 percent to $50.5 million for the year ended Aug. 12. A recent Goldman Sachs report says the outlook for the company is positive, as is that of the entire tea category.
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