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.