Freshleaf embarked on a journey to redefine itself in a market saturated with choices and dominated by coffee culture. Known for sourcing the finest tea leaves from India's renowned tea gardens - Darjeeling, Assam, Nilgiri, Kangra, and Dooars - the brand offers an exceptional product crafted with nutrient-rich, locally-sourced ingredients. However, despite its quality, Freshleaf faced a critical challenge: while consumers recognized and appreciated the tea's flavor variants, they struggled to associate them with the Freshleaf name. This disconnect weakened its brand presence, both on shelves and online.
The existing identity, characterized by a slim, technology-inspired logotype, failed to capture the essence of Freshleaf. It lacked the warmth, authenticity, and boldness needed to reflect the brand's vision of tea as a timeless yet modern beverage. Freshleaf needed an identity that would stand out, build emotional connections, and express its dedication to quality and heritage.
Widarto Impact reimagined Freshlea's visual identity, focusing on creating a distinctive, approachable, and memorable brand presence. At the heart of the transformation is the redesigned logotype: a bold, organic typeface that exudes warmth and modernity while remaining elegant and timeless. The new logo is not only visually striking but also versatile, seamlessly integrating across digital platforms, packaging, and promotional materials. It moves away from the cold, disconnected feel of the previous design, instead evoking trust, vibrancy, and the natural roots of tea.
The packaging redesign further amplifies the brand's transformation. Each tea variant tells a unique story, illustrated through vibrant, playful graphics that celebrate the ingredients and origins of the blends. A fresh, lively color palette and hand-drawn elements create an emotional resonance, inviting consumers to explore the product. Clean typography and clear layouts ensure that essential product information is easily accessible, enhancing the consumer experience.
The new identity balances modern aesthetics with a timeless appeal, making Freshleaf both memorable and relatable. It repositions the brand as a lifestyle choice for a diverse audience, creating a shared space where tea becomes more than just a beverage - it's a moment of connection, calm, and joy.
Through this rebranding, Freshleaf successfully bridges the gap between tradition and modernity, redefining itself as a bold, recognizable, and emotionally resonant brand. The transformation showcases how a thoughtful and effective identity can elevate a product, ensuring that Freshleaf stands out in a competitive market while deepening its connection with consumers.
Client
Freshleaf Teas
Industry
Food & Drink
Services
Brand Identity
Packaging Design
Rebranding
Project Team
Eko Widarto
Renzy Rohmatillah