Celestial Seasonings is a name everyone knows but no one really knows what it stands for. It was once the powerhouse tea brand who defied convention in the tea market. The company was the first to make tea fun and approachable, not medicinal and stuffy. They had a personality and consumers loved it. This allowed them to dominate the industry in the early 90s with 51% market share.
Then the brand got comfortable. Market share slipped as more players entered the scene, and the Celestial Seasonings message became diluted.
Celestial Seasonings had lost the potent brand vioce and personality that once made them stand out. Now they're just another box in a sea of teas that mean nothing to any consumer.
We wanted to help Celestial Seasonings find their voice again and make it heard like it was when they were founded.
Make Celestial Seasonings the improper tea that people can relate to.
Art Director / Albert Song
Copywriter / Elizabeth Daniel
Copywriter / Patrick Girts
Creative Technologist / Nelson Johnson
Strategist / Emma Price
Strategist / Scott Roberts
Creative Brand Manager / Kate Sullivan
We made Celestial Seasonings the champion of weird. Weird people, weird hobbies, weird happenings — anything that is defying norms and breaking stereotypes, the brand will embrace. After all - they have always been a little off kilter themselves.
We captured several subjects in mini-documentary style videos as branded content.
Owning weird extended beyond the physical package and into the digital realm. Celestial would be the biggest proponent of weird happenings in the world.