CELESTIAL SEASONINGS
Identity Design / Branding
Before and After

By the 90s, after decades of stunning success, Boulder’s Celestial Seasonings needed an update to their branding. The original logo reflected the company’s late-60s origins. A little quirky. Weird T. The objective of the branding redesign was to clean it up. And to do it so my mother wouldn’t notice the change. (She didn’t.)

The logo redesign was part of a broader effort to improve the “billboarding” of the brand, giving Celestial greater visual impact on retail shelves.

After twenty years using the new branding they’ve updated the packaging a couple of times. I like the updates.