Mighty Leaf redesigns packaging to highlight the quality of its teas
Mighty Leaf has redesigned its packaging to better represent the flavourful, whole leaf nature of its teas.
Owned by Peet’s Coffee since 2014, Mighty Leaf seeks to provide flavourful whole leaf teas, with vivid flowers and fruits in the tea that deliver on taste. In recent years, the brand has wanted to boost its profile and offerings, which brought it to partner with Pearlfisher. The collaboration began with a redesign of the brand’s packaging to better represent and highlight the product and process which Mighty Leaf believes set them apart.
The new design reunites Mighty Leaf with the artistry of the whole tea leaf the brand is synonymous with, says the company, and as represented in its ‘artfully blended, beautifully presented’ tagline. By bringing the product to the fore and creating a new brand equity in the brand mark, the packaging design now brings the Mighty Leaf name and proposition to the shelf.
The silhouette of the ‘M’ in Mighty Leaf is now formed out of real tea leaves to simply but clearly connect the product with the brand. Sitting subtly behind the brand mark on each pack are a series of illustrated scenes that tell the origin and flavour story of each tea within the range. These are paired with new vibrant colors that promote the flavour profiles and help with navigation.
Trevor Oldershaw, creative director at Peet’s Coffee said, “From first impression to lasting impact, Mighty Leaf Tea’s new look mirrors the thoughtful exactitude and artistry of our product – allowing consumers to now see each leaf and petal from the outside to showcase the exceptional product, flavour and offer on the inside.”
The updated design of Mighty Leaf teas is now available across all channels of distribution. Its tea prices ranges from US$7.65 – US$13.99 for small packs, and US$49.95 – US$79 for larger tea pouch packs, across the Peet’s Coffee website, Amazon, and grocery stores. To find out more, visit www.peets.com/collections/all-tea.
