The Teavana brand faced a big transition after being acquired by Starbucks in 2012. Their boutique storefronts were closed in 2017, and products migrated to the shelves of Starbucks and other retailers. How could they ensure a smooth and successful transition? Packaging had a large part to play in how the brand would show up in this new context.
We searched across a wide variety of formats for ways to help the Teavana brand stand out from competitors. But this exploration was guided by a number of factors.
In 2018 Starbucks launched a custom canister solution that captured the brand in an eye-catching fashion amidst aisles dominated by boxes and tins. Custom colored lids and shrink labels were employed for quick brand and flavor recognition by consumers.