Packaging

Halfday Iced Tea: In The Aisles Of Success

By
The Desiree Team
September 25, 2023
IMAGE CREDIT — HALFDAY
In the vast and intricate landscape of consumer packaged goods, where established giants rule the shelves, carving out a space for a new brand can feel like a Herculean task. The statistics are sobering: approximately 75% of packaged goods fall short of their projected value in their inaugural year. But what if there's a secret ingredient to success hidden in plain sight—the art of shelf appeal?

In the vast and intricate landscape of consumer packaged goods, where established giants rule the shelves, carving out a space for a new brand can feel like a Herculean task. The statistics are sobering: approximately 75% of packaged goods fall short of their projected value in their inaugural year. But what if there's a secret ingredient to success hidden in plain sight—the art of shelf appeal?

Halfday Tea: A Refreshing Twist on Iced Tea

Halfday Iced Tea is not your typical iced tea brand. Founded by Kayvon, who overcame a battle with ulcerative colitis at a young age, the company was born out of a personal quest for healthier alternatives. Kayvon's journey to recovery inspired him to create a line of iced tea tonics that not only offered a refreshing taste but also boasted a low sugar content and prebiotic fibre to promote gut health. Today, Halfday is available in over 2,000 retail stores, including major chains like Target, Publix, Wegmans, Whole Foods, and Giant.

A Rebrand with a Good Times-Forward Identity

When it came time for Halfday to undergo a rebranding process, they turned to the expertise of Los Angeles-based creative agency Someone & Others. The objective was clear: create a brand identity and aesthetic that conveyed the essence of good times, fun, and refreshment.

The new branding and packaging exude an air of leisure, reminiscent of comic book aesthetics. The wordmark is bold and casual, casting deep shadows that add depth to the design. Each can prominently features natural ingredients, such as peaches, lemons, ginseng berries, and tea shoots, alongside a dripping honey dipper for the green tea variant. The minimal 3-gram sugar content is highlighted on the front, and the colour palette is both logical and cheerful, with each flavour associated with a distinct and vibrant colour.

The goal was to create an experience akin to enjoying a classic iced tea while offering a healthier alternative. Instead of resorting to typical health drink tropes, Halfday focused on the sheer enjoyment of a brisk, tasty iced tea.

The Lesson on Shelf Appeal

In a saturated market, branding often takes a back seat to product development. However, to succeed, these two elements must work harmoniously. A product's quality, values, and traits should be reflected and amplified through its branding.

One of the keys to standing out is to build packaging into the overall brand experience. Think about the pleasure of unboxing a new Apple product—the packaging mirrors the sleek, user-friendly experience of the product itself. Packaging is a powerful tool that anchors consumers' purchasing decisions when faced with a multitude of similar products on the supermarket shelf.

Infusing Your Brand into Every Aspect of Packaging

The fundamental revelation lies herein: every facet of packaging should embody your brand's essence and commitment. Whether through captivating visuals, ingenious design choices, or the presence of a unique brand mascot, packaging must serve as a living extension of your brand's identity.

Halfday Tea's triumphant rebranding exemplifies the seamless fusion of amusement and refreshment with health-conscious iced tea offerings. These unconventional lessons on shelf appeal invite brands to reevaluate their approach, offering a fresh perspective on capturing attention and securing a lasting place in consumers' hearts and shopping carts. It is a masterclass in the uncharted potential of packaging and branding, inviting readers to reevaluate their understanding of the art of shelf appeal.

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