Sweet Leaf Tea Co. rebranded their packaging in 2018 with a new look and wanted their website and social media content to reflect their redesign. As lead designer to the website design and in collaboration with the development team, we came up with a fun solution where as soon as you land on the website, you'll notice the delightful selection of three tea types: "Sweet," "Semisweet," and "Unsweet." We also incorporated the ingredient imagery in their packaging throughout the designs, as Sweet Leaf Tea wanted to highlight their real and simple organic ingredients in the forefront, which is what makes them stand apart from other fellow bottled ice tea competitors. You can easily choose your preferred sweetness level using the charming "Sweet-o-meter" and then explore the associated tea products.
Once you click on a product, you'll not only find detailed nutritional information but also be greeted with fun and witty copy that perfectly captures the essence of the brand. This approach lets you not only understand the brand's core values but also get a sense of its vibrant personality.
Sweet Leaf Tea launched a new lemonade line in 2019, and they wanted a landing page that had a similar look and feel to their main site. With keeping the overall tone of their rebrand in mind, as lead designer, I collaborated with our design and development team to design a fun, parallax one-page microsite, which housed quick information about their four new lemonade flavors: Classic Lemonade, Cranberry Lemonade, Orange Mango, and Pomegranate Blueberry.
The main goals for the social media and marketing campaigns included developing content that improves brand awareness, support and reward fan engagement, broadcast their competitive advantage, embrace the brand's unique offerings, and a drive to purchase for the conscious consumer that is mindful of the types of ingredients that are found in consumer beverages.
One of the ways Sweet Leaf Tea wanted to spread brand awareness was by emphasizing their brand of being authentically made and originating from Austin, Texas in its social media and marketing campaigns. Together with their marketing team, me and a team of designers and copywriters brainstormed and came up with several unique concepts to help carry the brand's messaging, as well as the look and feel in several social media and marketing campaigns.
One of the ways we carried their brand voice was making social posts with quotes from their brand mascot, Grandma Mimi, which paired with fun and witty copy depending on their sweetness level.
We also developed social media marketing ads to target nationwide consumers, promoting their availability at local groceries where they are available to purchase.
Sweet Leaf Tea also wanted to expand its brand audience, specifically in New York City. While working closely with the brand's in-house marketing team, our design team created promotional social media campaigns using imagery of different places that can be found throughout New York City, and created copy that spoke to their New York City audience. We even designed a Times Square billboard to promote their product, which is a prime location for many New Yorkers and tourists to get a glimpse of their brand.
