When a brand faces declining sales, the stakes are high. The Pure Leaf ready-to-drink tea line was in jeopardy, and needed to go through a repositioning, including leaning on packaging to change consumer perceptions and gain traction again. The existing Pure Leaf glass package was impractical, breakable, heavy, and too subdued to stand out on store shelves.
Our team had to move fast, concepting structures rapidly to find an eye-catching design with optimal performance.
In a matter of weeks the Pure Leaf team was ready to head to production with a completely custom bottle structure. Launched in June 2012, the repositioning breathed new life into the brand. Soon after launch, Pure Leaf sales surged 49%. The package delivered an unbreakable, recyclable package that was a perfect fit with the brand and consumers. The switch from glass to PET, paired with the new square shape, led to a 22% increase in cube efficiency, meaning less fuel to transport each bottle.