Behind the Design

The philosophy behind Celestial Seasonings includes

conducting business that is both people-friendly and
planet-friendly. The core of their business is creating
all-natural teas that are good for our bodies which
help us live healthier lives. The products being sold by
Celestial Seasonings are each individually wrapped in
muslin bags and hand-sewn. Although this method is
preferred for convenience, loose-leaf teas are becoming
more popular among the younger, healthier crowd.
There is the idea that seeing the herbs in our teas makes
the tea more natural compared to those wrapped in
muslin. For this product redesign, a different approach
will be taken to create a more natural looking package
for the tea products that include rustic/bohemian
influences. Through this approach, consumers will
be able to appreciate the herbs right on the counter in
the marketplace. The herbs appearance through the
packaging will illustrate that the product is in fact,
100% natural and potentially increase sales.
Redesign Plan
Brief History
In 1969, a group of passionate young entrepreneurs founded Celestial
Seasonings upon the belief that their flavorful, all-natural herbal teas could
help people live healthier lives. They harvested fresh herbs from the Rocky
Mountains by hand, and then dried, blended and packaged them in hand-sewn
muslin bags to be sold at local health food stores. By staying committed to their
vision, the founders of Celestial Seasonings turned their cottage industry into
an almost overnight success. Today, Celestial Seasonings is one of the largest
specialty tea manufacturers in North America. They serve more than 1.6 billion
cups of tea every year, and source more than 100 different ingredients from over
35 countries to create their delicious, all-natural herbal, green, red, white, chai
and wellness teas. But most importantly, theyre still about people and passion.
Source: http://www.celestialseasonings.com/about
Product Name
Celestial Seasonings -100% Natural Teas
Target Group
Females 20-40 years old; lifestyle includes staying healthy through using all
natural products.
Style Guide
Book
Headings
MA Sexy 24pt. Regular
Sub Headings
Quicksand 14pt. Regular
Body
Kokila 12pt. Regular
Packaging
Headings
MA Sexy 24pt. Regular
Body
Kokila 14pt. Regular
CMYK: 52, 70, 64, 54
RGB: 77, 51, 50
Pantone: 497C
#4d3332
CMYK: 72, 48, 63, 32
RGB: 68, 89, 80
Pantone: 5477C
#445950
CMYK: 4, 29, 43, 0
RGB: 240, 187, 147
Pantone: 473C
#f0bb93
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
Pantone: 7541C
#ffffff
Eggplant
Deep Sea
Peony
Feather White
Logo
Details
Since the Celestial Seasonigs logo was already so well
designed and recognizeable, not much change was needed for
the product redesign. In order to make the logo appeal to the
younger generation and seem a little more female friendly, we
added feminine colors and a handwritten font.
Logo Size Recommendations: Logo should not be larger than
shown below on products. Although we want it to stand out,
we do not want it to be overbearing on packaging.
Logo Placement: Logo will always be centered on packaging
above display window as shown on the product.
Before
After
Packaging
Celestial
s e a s o n i n g s
TM
7073400010
Ingredients: Cinnamon,
hibiscus, chamomile,
natural cinnamon and apple
flavors with other natural
flavors (soy lecithin),
roasted chicory, orange
peel and roasted carob.
BLENDMASTERS NOTES:
"This lively blend is dominated by an aromatic burst of
sweet and spicy Vietnamese cinnamon and bushels of juicy,
all-American apples. There's a toasty chocolate note and a
hint of creamy butterscotch in the finish that complements
the lasting taste of apples and cinnamon making this tea
comforting and invigorating all at once!"

-Charlie Baden
Celestial Seasonings Blendmaster Since 1975
CINNAMON APPLE
100% Herbal Tea
Caffeine Free
Nutrition Facts
Serving Size: 1 tbsp (1g)
Makes: 8 fl. oz.
Servings Per Container: 20
Amount Per Serving
Calories 0
% Daily Value
Total Fat 0g 0%
Sodium0mg 0%
Total Carb. 0g 0%
Sugars 0g
Protein 0g
*Percent Daily Values are based on a 2,000
calorie diet
Celestial
s e a s o n i n g s
TM 7073400010
Ingredients: Chamomile,
spearmint, lemongrass,
tilia flowers, blackberry
leaves, orange blossoms,
hawthorn and rosebuds.
BLENDMASTERS NOTES:
Sleepytime's comforting aroma and perfectly balanced
flavor are achieved by blending soothing herbal ingredients
from around the world including floral Egyptian
chamomile, cool spearmint from the Pacific Northwest, and
lively Guatemalan lemongrass. This global synergy is only
fitting, since all over the world, generations of tea lovers
have wound down their day with Sleepytime."

-Charlie Baden
Celestial Seasonings Blendmaster Since 1975
SLEEPY TIME
100% Herbal Tea
Caffeine Free
Nutrition Facts
Serving Size: 1 tbsp (1g)
Makes: 8 fl. oz.
Servings Per Container: 20
Amount Per Serving
Calories 0
% Daily Value
Total Fat 0g 0%
Sodium0mg 0%
Total Carb. 0g 0%
Sugars 0g
Protein 0g
*Percent Daily Values are based on a 2,000
calorie diet
Celestial
s e a s o n i n g s
TM
7073400010
Ingredients: Chamomile
BLENDMASTERS NOTES:
The soothing sweet apple notes in this beloved tea are
achieved by blending elegant chamomile flowers from
around the world. Our golden Egyptian chamomile has a
delicate floral quality, white chamomile tea from Mexico
contributes a sweet, earthy flavor. Youll take comfort in a
cup of this perfectly blended chamomile tea any time of the
day.

-Charlie Baden
Celestial Seasonings Blendmaster Since 1975
CHAMOMILE
100% Herbal Tea
Caffeine Free
Nutrition Facts
Serving Size: 1 tbsp (1g)
Makes: 8 fl. oz.
Servings Per Container: 20
Amount Per Serving
Calories 0
% Daily Value
Total Fat 0g 0%
Sodium0mg 0%
Total Carb. 0g 0%
Sugars 0g
Protein 0g
*Percent Daily Values are based on a 2,000
calorie diet
Celestial
s e a s o n i n g s
TM 7073400010
Ingredients: Peppermint
BLENDMASTERS NOTES:
"The aromatic Oregon- and Washington-grown peppermint
weve selected for this tea tastes so fresh and delicious that
it requires no accompaniment it's the only ingredient
here. Once reserved for exclusive use in cakes and candies,
the whistling cool freshness of pure peppermint from the
great Pacific Northwest is yours to enjoy in this comforting
brew."

-Charlie Baden
Celestial Seasonings Blendmaster Since 1975
PEPPERMINT
100% Herbal Tea
Caffeine Free
Nutrition Facts
Serving Size: 1 tbsp (1g)
Makes: 8 fl. oz.
Servings Per Container: 20
Amount Per Serving
Calories 0
% Daily Value
Total Fat 0g 0%
Sodium0mg 0%
Total Carb. 0g 0%
Sugars 0g
Protein 0g
*Percent Daily Values are based on a 2,000
calorie diet