Loyalty & the Rebranding Process: Celestial Seasonings

Celestial Seasonings has led the herbal tea brand category since its inception, 45 years ago. It boasts a legion of loyal brand fans who love everything about the brand from its many tea flavors to its iconic and lovable illustrations on the packaging. But, as with any beloved brand, change is inevitable, and Celestial Seasonings was no exception.

Tether was hired to reposition the brand without losing its core consumer base. Stanley Hainsworth, Tether’s Chief Creative Officer, acknowledges, “Our challenge was a tough one: Introducing and attracting a younger audience that didn’t have a previous experience to grow from, while still staying true to the existing brand, and its loyal fans. We believed at heart, the great tea flavors and the authentic story of Celestial could resonate with both given the chance.” Read the rest of the story here.

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The Canadianist: Highs and Lows

Our friends to the North, Everlovin’ Press in Kingston, Ontario, have created a new series of fine letterpress prints called The Canadianist, featuring five illustrations from select artists to comment on Cananadian culture, from high to low .

Illustrator Tom Froese and Everlovin’ conceived the series to promote the Canadian design and illustration community and showcase the beauty of letterpress. They had previously collaborated on a postcard series entitled Greetings From Canada with a similar tongue-in-cheek mandate.  The Canadianist is their sequel to that. Five artists were invited to address one theme each: Fashion, Food, Flora, Know-How, and Colloquialisms.

Froese says, “Vince and I have a passion for letterpress, and of course would like to establish Everlovin’ as the choicest letterpress printer for designers in the country.” They chose the artists and assigned them themes that they thought would suit their styles and would provide lots of potential for ‘assemblages of Canadiana.’” Read the rest here.

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