Purpose Tea
Label redesign for brand Purpose Purple Tea.
Redesign a packaging label on a product in need. Start by completing brief research on the brand and user goals. Consider the price point of the product and keep the label design within that scope. Complete a family of labels, being mindful of how to make variations stand out while ensuring they visually belong in the same family.
Current Purpose Tea Label
The current Purpose Tea label is very bland and underwhelming. It doesn’t particularly call potential customers to try it and doesn’t stand out compared to its competitors— especially those with a more visually appealing label. The only variations in the label are the flavors' coloring on their respective ribbons with complex type to read at a distance. The superior imagery on the label is a single photograph of a tea leaf. Overall, there isn’t much to say it is just a very dull appearance.
Redesigned
For the redesign of this label, there were three aspects I wanted to bring into it. One more color variation to make grabbing the flavor customers want a fast reaction. For this, I made most of the label where the color variation is while also including it behind the flavor name to link the two.
Two, bring in the importance of the tea leaves to represent the brand’s vital mission of ensuring portions of the money goes to the female tea pickers. The tea leaves on the label are made initially by watercolor. Using this gives the handmade feel to put consumers closer to the hand of the female tea leaf pickers and show the care that goes into each bottle.
Three, organized information in an easy-to-read manner. In the original bottle, there isn’t much information at all besides calories and any certifications. To make the tea more attractive to potential buyers, I included health benefits the brand raves about all over its website.
