In 2019, the East West Tea Company acquired Choice Organics Teas, the first exclusively organic tea company in the US. Shortly after, a rebranding effort started, and Choice turned to the talented folks at Beardwood&Co. to contemporize the visual identity, highlight the current role of tea in consumers’ lives, and bolster shelf presence.

“We were tasked with taking a 30-year-old brand that East West Tea Company had acquired and transforming it to become visible again and relevant within the tea space,” said Erin Buchanan, creative director, Beardwood&Co. “One of the ways that we did that was by really digging into the design and creating meaning.”