Widarto Impact Highlights Humanity In Freshleaf Redesign

Tea is one of the oldest and most consumed beverages in the world. In broadest terms, tea is a brewed blend of dried spices, herbs, and leaves, opening up the possibility of endless variety. As an ancient beverage with simple preparation, tea has an inherent connection to humanity and culture.

Indian startup tea brand Freshleaf recently worked with agency Widarto Impact to refresh its branding and packaging to make a more emotional bond through a fun, premium visual identity.

Widarto Impact replaced the technology-inspired logo with a wordmark with more weight and organic shapes. The new green color evokes a connection between people and nature through tea.

The refreshed packaging does away with a grid layout on the front, replacing it with playful, approachable illustrations that resonate with consumers and create more brand awareness for a tea company that wasn't previously landing. The tea ingredients and flavors inspire color palettes and graphics, while the packaging system's top third utilizes a black bar with the Freshleaf logo in green across the front of all the boxes. Additionally, the textured material for the boxes lends a premium touch to Freshleaf’s packaging.

Overall, Widarto Impact softens Freshleaf’s identity and adds an element of affability that hopes to inspire customer loyalty.

Images courtesy of Widarto Impact.