‘Noon Tea

• Project Details

  It’s a, totally not proper, Proper tea time.

  For years, the craft brewery space saw a massive rush as consumers demanded unique flavors. However, with national beer sales plateauing, microbreweries have pivoted to reach new demographics; specifically through alcoholic alternatives like seltzers and hard teas.

  Recognizing an oversaturation in the seltzer market, Proper Brewing Co. worked with their regional distributor to launch a first-in-market regional hard tea line. Playing off the “Proper” name, ’Noon Tea was designed as the antithesis of a proper English afternoon tea. Using a stylized King Henry VIII as the centerpiece, we built a brand identity that is “Very Not Proper.” Launched in the Utah market with four flagship flavors, Tea, Raspberry, Peach, and Lemon, the packaging design includes “Drunk History” inspired storytelling on every can, creating a unique and energetic entry into the consumer goods space.

  capabilities

  • Brand Identity & Strategy
  • Campaign
  • Creative Direction
  • Print & Packaging
  • Web Development

  Industries

  • Consumer Goods

It’s a, totally not proper, Proper tea time.

For years, the craft brewery space saw a massive rush as consumers demanded unique flavors. However, with national beer sales plateauing, microbreweries have pivoted to reach new demographics; specifically through alcoholic alternatives like seltzers and hard teas.

Recognizing an oversaturation in the seltzer market, Proper Brewing Co. worked with their regional distributor to launch a first-in-market regional hard tea line. Playing off the “Proper” name, ’Noon Tea was designed as the antithesis of a proper English afternoon tea. Using a stylized King Henry VIII as the centerpiece, we built a brand identity that is “Very Not Proper.” Launched in the Utah market with four flagship flavors, Tea, Raspberry, Peach, and Lemon, the packaging design includes “Drunk History” inspired storytelling on every can, creating a unique and energetic entry into the consumer goods space.

Capability

• Brand Identity & Strategy
• Campaign
• Creative Direction
• Print & Packaging
• Web Development

Industry

• Consumer Goods

Project Credits

Creative Direction

Stuart Laybourne

Account Management

Sarah Lyman

Design

Nick Ketterer

Web Development

Sean Ward

Label Printing

American Label

Box Printing

Utah Paper Box

Agency

Redirect

Client

Proper Brewing Co.

Location

Salt Lake City, Utah

URL

noontea.properbrewingco.com

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