Founded in 1996 by couple Gary Shinner and Jill Portman, the Mighty Leaf has a passion for high-quality, whole leaf tea, at a time when 95% of Americans consumed the stuff from bags. Purchased by Peet’s Coffee in 2014, Mighty Leaf continues sharing that passion for quality teas across the globe with a brand refresh that highlights the artisan blending and whole leaf nature of its tea offerings.
The redesign from branding agency Pearlfisher represents the tagline “artfully blended, beautifully presented,” starting with an updated wordmark with sharper terminals and serifs that resemble the tips of tea leaves. The distinctive “M,” also updated, serves as the base for the new packaging design’s focal point.
The “M” is executed in tea ingredients and extends beyond the front panel traveling across the box. The backgrounds are subtle, illustrated scenes inspired by the tea’s origin and flavor. Additionally, the pack tells the story of the tea itself, and along with the color palette’s navigating system, it creates a dynamic shelf presence incorporating the flavor’s characteristics.
“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, flavor, and offer on the inside,” said Trevor Oldershaw, creative director of Peet’s Coffee, in a press release.
Mighty Tea’s brand refresh is available now.
