Seth Goldman, Honest Tea TeaEO, reflects on the process of refreshing the Honest Tea branding.

Growing up we’re always told that it’s what’s on the inside that counts. And while that’s certainly true with respect to personal integrity, I’ve learned that when it comes to beverages, if your label doesn’t catch peoples’ attention, they may not get the chance to taste what’s inside. (Unless of course you have a sampling team in the store, which is still our primary marketing strategy.) One of my favorite ways to test the effectiveness of our labels is walking into a store and seeing if I can spot our brand in a cooler in the back.

See the article here:
Seth Goldman, Honest Tea TeaEO, reflects on the process of refreshing the Honest Tea branding.