Coca-Cola’s goal: Reposition its Nestea brand to communicate a positioning of “feel-good freshness” to attract new consumers in the refrigerated beverages section of the store.

The result: a new look that graphically supports this strategic platform.

Coca-Cola, Atlanta, GA, enlisted the assistance of Dragon Rouge to make multiple visual changes to the spouted carton. First, they established a cleaner, more contemporary copy and photography style. Then they supported the product’s freshness positioning with a tea leaf to communicate the health cues of antioxidant and a tea bag to symbolize the cues of fresh-brewed tea.

Finally, to sustain the brand’s loyal consumers, Nestea retains its predominant blue package color, with a slightly refined logo.

The Nestea lineup also rolls out a visual system that distinguishes core green tea SKUs from flavor variations and diet formulations, such as sweetened and unsweetened.