The insight that drove the creation of Pure Leaf Herbal Iced Teas is that there is a consumer demand for naturally caffeine free ready to drink iced tea. Traditionally, iced teas are black or green tea based, but these hibiscus blends allow consumers to enjoy a refreshing beverage at any time of day.

Usually, the tri-leaf is Pure Leaf’s beacon. For the Herbal Iced Teas, it was replaced with a blooming hibiscus flower. A graceful, uplifting swoop of florals and fruits draws the eye from the bottom left to the top right of the packaging. Combined with the vibrant red color of the hibiscus iced tea itself, Pure Leaf Herbals packaging entices consumers with its bold beauty.

Pure Leaf Herbal Iced Teas are a new premium iced tea line that is caffeine free, have no artificial sweeteners and are brewed with real hibiscus flowers. It is a flavor-forward, trend-setting line that comes in three flavors: Mango Hibiscus, Peach Hibiscus, and Cherry Hibiscus. The Pure Leaf Teahouse Collection also carries an organic Passionfruit & Pineapple Hibiscus flavor.

Beyond packaging at point of sale, we pushed the boundaries of the traditional constructs and worked with 3D end pieces to bring the featured fruit to life. The visual movement of the swooping florals and fruits becomes a real-life swirling POS display with 3D flowers “blooming” off the structures, creating a unique, tactile appeal.