Before this re-design, Disney had released two rounds of their Tea product under different branding and packaging without success. When I was approached with this project I thought the best way to connect the product with the market audience was to use Alice in Wonderland as the theme. The brand I developed is classy and adult, while keeping within the true spirit of the characters from Alice in Wonderland. I hired Greg Ehrbar for the fun writing on the tins, and Mark Marderosian for the illustrations.
Under the new branding, tea became the #1 sold product in consumables at the Walt Disney World Resort. It continues to sell, more than 10 years later.
Client: The Walt Disney Co.
DISNEY WONDERLAND TEA