Taxi Studio on 10/22/2018
To bring Peace Tea back to its core audience and attract a new one, we captured ‘peace’ in an iconic hand gesture and dialled up the visual ‘love’ and ‘happiness’... Giving peace a chance: This quirky iced tea brand was facing aggressive competition from mainstream brands and increasingly seen by its largely Generation Z audience as all about collectable illustrations and not enough about refreshment. To restore its relevance (and widen the audience it appealed to), we stepped away from the potentially political ‘ban the bomb’ symbol and focused on an attitude-infused ‘selfie salute’ that demonstrated the brand’s cool modern spirit. Finally, we worked in collaboration with The Coca-Cola Design team - including Design Director, Lisa Motto and Designer, Jamie Prendergast to equip the brand with bold, vibrant patterns that shouted ‘flavour!’ Result: loud, brand blocking on shelf and unignorable presence.