• Brandweek, Tuesday, September 11, 2007 12:30 PM

Celestial Seasonings is unveiling new packaging, a new logo and new products--including an organic premium line called Saphara--as well as entering the coffee category with an organic line called Morning Thunder. Celestial Seasonings' makeover comes as sales declined 3.9%, to $50.5 million for the 52 weeks ended Aug. 12, per IRI.

An integrated marketing program will support the rebranding of teas from the 37-year-old company. "Our teas involve more than taste so we want to convey the sentiment of 'tantalizing the senses,'" says Matt Sungy, senior product manager at Celestial Seasonings, a division of The Hain Celestial Group.

Packaging was redesigned to create a cleaner, modern look. What haven't changed are the inspirational quotes on the packages, for which Celestial Seasonings is known.

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