Strategic design. Instant impact. Lasting growth.
Tea You Know, Design You’ll Notice
A shelf-smart redesign for Tetley’s herbal tea line.
Think
Tetley, a trusted name in tea since 1847, partnered with SLD to refresh the look of its Herbal Tea canisters. While Tetley’s bold brand presence already stood out on the shelf, consumer research uncovered key opportunities to strengthen navigation and flavor clarity within the herbal category. The new design aimed to boost shopability by making each blend easier to spot at a glance, all while preserving the brand’s heritage and premium feel.
Blink
The redesign focused on three core blends: Lemon Ginger, Pure Peppermint, and Pure Camomile. Each canister now features vivid, close-up ingredient imagery such as mint leaves, lemon wedges, ginger root, and camomile flowers, that jump off the pack and immediately reinforce flavor. Saturated background colors help distinguish each SKU with greater impact, creating a stronger visual split across the lineup. Typography is clean, confident, and sharply structured. The font is larger and bolder, and the “Caffeine Free” callout is elevated in the hierarchy to spotlight a key wellness benefit, making it easier for consumers to identify the product as a refreshing, evening-friendly choice in a busy tea aisle. The signature Tetley blue logo anchors the design system, building strong brand recognition across all variants. The new design supports Tetley’s mission to deliver high-quality, thoughtfully sourced teas for every lifestyle — one soothing, satisfying cup at a time.
