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Me Focused vs. Tea Focused
In a world that demands productivity 24/7 we’re either “hustling” or “vegging” with little room for what’s just for us. Engage, recharge, and intentionally focus on what makes a whole you.
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Live Fully
Choice tea’s brand identity speaks to Whole Lifers – tea drinkers
who feel empowered to live fully.
Give the world the best of you, not what’s left of you.
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Make the Choice to do What Fulfills You
We created a content strategy that speaks directly to our community. Inspiring them to engage in the world, disconnect from the hustle and reconnect with their creativity and passions.
“Set aside some no-screen time. Experiment and create. Dig into your artistic side. Learn something new. Grow a garden. Sculpt, draw, paint. Go for a jog on a new trail in your local park. Whatever it is, keep it up. Stretch it out.”
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The new design reflects the brand idea of “live fully” through the vibrant bloom set against the black background, which was a departure for the tea category when it was introduced. This brand identity transformation clearly conveys Choice’s commitment to crafting tea with the best ingredients.
![](https://cdn.myportfolio.com/19bb2f3e-95ad-4eed-b6b9-a3c6a5660fa0/6c2f14b2-8395-40e7-95af-0efe03ebc246_rw_3840.jpg?h=23a9b9f65919a23b9fb067f43d5f6f53)
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BEFORE
AFTER
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CREDITS
Client: East West Tea Company
Agency: Beardwood&Co.
Account Director: Jassica Bouvier
Strategist: Jassica Bouvier
Executive Creative Director: Sarah Williams
Creative Director: Erin Buchanan
Senior Designer: Allie Wong
Designer: Lucinda Huijer
Associate Designers: Nicole Stallings-Blanche & Crystal Cheng
Agency: Beardwood&Co.
Account Director: Jassica Bouvier
Strategist: Jassica Bouvier
Executive Creative Director: Sarah Williams
Creative Director: Erin Buchanan
Senior Designer: Allie Wong
Designer: Lucinda Huijer
Associate Designers: Nicole Stallings-Blanche & Crystal Cheng