2-3.....................................

REDESIGN PLAN
4-5......................................... STYLE GUIDE
6-7 ................................FONTS & COLORS

8-9.................................................... LOGO
10-11.................................FLAT PACKAGE
12-17................................. PHOTOGRAPHY
18-19.............................. ADVERTISEMENT

T A B L E

OF CONTENTS
2

R E D E S I G N

PLAN
3

PRODUCT
TA R G E T AU D I E N C E

BRIEF HISTORY

Stash Tea Company

The audience will consist of all tea drinkers, but more particularly, women age 16 and up

Stash Tea Company is a privately-held company that is based outside of Portland, Oregon. They have been
established since 1972 and began operating out of an old Victorian style house in Portland.

Since the beginning, Stash Tea has been dedicated to making sure they produce natural, high quality products that
are also affordable.

They have a strong belief in their brand and their mission statement reads, [we aim] to become the leader in
creating and selling high quality specialty teas and products that enhance the tea drinking experience.

BIG IDEA

Currently the packaging of their tea does not properly get across their core beliefs, some of which state that they:
1. Use 100% natural ingredients

2. Believe in keeping our products exciting; in delighting our customers and consumers
3. Believe in pursuing profitable growth

I am going to change that. I am going to redesign the package to make it look cleaner, more natural and fresh.

Customers should know right away that this is a product that uses 100% natural ingredients. I will be incorporating
designs and materials that are often associated with natural products (white colors, brown paper packaging, etc.).

Stash Tea has very competitive and affordable prices. If customers are able to readily pick out that they are all

natural, they will be more likely to purchase, particularly if it is the same price as the majority of the other tea

brands. By redesigning the packaging they will uphold their promise to keep their products exciting. A rebrand is
a great way for them to general more public awareness and interest. By giving them a product that will clearly
stand out from other brands it will catch the consumers eye and draw them to product. Stash Tea is already a well

established brand and known for its quality. By taking their product the extra step and really setting it apart from
their competition it will help them increase their revenue.

F O N T S

/COLORS
5

MINT GREEN

LIGHT GREY

GREY

CMYK :
RGB:
HEX:

CMYK :
RGB:
HEX:

CMYK :
RGB:
HEX:

23 4 22 0
197 219 202
C5DBCA

16 13 13 0
211 211 211
D3D3D3

B L AC K

37 31 31 7
154 153 153
9A9999

CMYK :
RGB:
HEX:

75 68 67 90
0 0 0
000000

FONTS:
On the packaging all body text should be written in Tw Cen MT font. To put emphasis on parts of the text or
new blocks of information the headings can be bolded or italicized. To put even extra emphasis on information the
HammerKeys font can be used (this is the one used in the Logo and brings the package together)

L O G O

REDESIGN
7

This logo was done exclusively in grayscale and is meant to be void of color.
The logo is designed to be delicate and a bit understated, so it should not be
overbearing or too large. The largest it should be is 1 x 1 in and placement on
various boxes or packages works best if placed approximated one-third from
the top of the packaging. Fonts that are san serif and are not attention grabbing
will work best paired with the font included in this logo.

F L A T

PACKAGE
9

10

P R O D U C T

PHOTOGRAPHY
11

12

13

14

15

16

17

18

T E A

ADVERTISEMENT
19

20