Coffee Bean and Tea Leaf: Private Brand Sparkling Iced Tea

coffee bean & tea leaf 1Southern California based coffee and tea retailer Coffee Bean and Tea Leaf has created a “fresh, modern, and progressive look” for a new Private Brand line of Limited Edition Sparkling Iced Tea for the International Markets.

Designed in-house by Coffee Bean and Tea Leaf, Danielle Duran, the designer stated, “The Coffee Bean wanted the cans to be bright and refreshing. We created an abstract visual identity for the drinks with color, shapes and layering. 6 flavors all together, 3 regular iced tea and 3 sparkling iced tea.”

“Our concept was to be bright, refreshing and innovative. The biggest challenge was to visually communicate carbonated to non-carbonated, the fruit flavor and that it is, iced tea in a can. We wanted to stand out with a bold design, but still maintain a classic and clean look.

The wrap around design used color to distinguish between the different flavors and whether or not its sparkling or regular iced tea. The geometric shapes allowed the can to be masculine, but by fusing the bright color, the cans still kept a feminine edge. And we were able to subliminally create a tealeaf on the front of the can as well. It was a fun process and we love the end result.”


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.