Stash Tea Logo

This was a project done while I was a student at Central Washington University. The task was to choose a company and rebrand them. I chose to rebrand Stash Tea Company. While doing research on the company I found that tea used to be a valuable commodity transported by a clipper ship. The captain of the ship was often given some of the tea that was his “stash” put away in his private reserve. This is where the company’s name came from. I chose to update their logo from a compass to a combination of a ship and a tea leaf to relate to the clipper ship and the tea. I gave their packaging bright colors with horizontal stripes to give a fresh nautical feel. The tab on the tea bags has an anchor on one side and a fun fact on the other. The tab is also folded in a way so it sits on top of the rim of a mug. As a tea drinker myself, I found it irritating when the tab would slip into my cup when I poured in the water. By having the tab sit on the rim, it won’t fall into the drink. The fun fact is also an added element that makes the brand more appealing to customers.

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