IDENTITY & PACKAGING

Ellis Island Tea

 
 

TEA WELL TRAVELED

Detroit-based Ellis Island Tea had major growth opportunities with Sam’s Club and Whole Foods but couldn’t seal the deal due to lackluster packaging. When the owner, Nailah Ellis-Brown, was featured on MSNBC’s Your Business, the show called on Skidmore to overhaul the tea’s brand identity and packaging for wider distribution.

 
 

A REFRESHING REBRAND

With the product’s rich, fascinating origin story (century-old family recipe brought to New York City from Jamaica) and unique, smooth taste (100% natural, hand-brewed with hibiscus), we had a lot of material to pull from. Inspired by vintage travel graphics and the tea’s various geographic roots, we crafted the product’s story, messaging and label design, creating a fresh, new look that encourages grab-and-go shoppers to take a moment and enjoy a bit of “bottled bliss.”

 

 
 

SUCCESS NEVER TASTED SO GOOD

After the redesign, sales went up 800% (a success both Nailah and Sam’s Club credit to our work), and Nailah was able to secure deals with even more local and national retailers. Ellis Island Tea went from a small, independently owned business to a national brand almost overnight.

 
 

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