Rebranding Alvita Tea

Posted by on Dec 3, 2013 in News, Recent projects | No Comments

Botanical art for a new tea package design

illustration of rosehips Rebranding Alvita Tea

Rose hips illus­tra­tion by Paul Mirocha for Alvita Herbal Tea packages

See more of Paul’s botan­ical illus­tra­tions for vintage and re-branded Alvita packages.

illustration of hawthorne Rebranding Alvita Tea

 

illustration of alvita whitebox Rebranding Alvita Tea

Old Alvita “white box” package

illustration of 2022501 hawthorn box 350px 1 Rebranding Alvita Tea

Redesigned box with new painting by Paul Mirocha



For years, I used to admire the design of  Alvita Tea packages whenever I was in a high-end health food store, with the legacy white boxes featuring botan­ical paint­ings. With 46 different herbs, the Alvita shelves read like an illus­trated encyclo­pedia of ancient and modern medic­inal plants, with each plant’s special uses and history printed on the box. I’m a terrible gardener, but I love plants. So I just draw them.

That was before Twinlab, Alvita’s parent company, called on me to illus­trate a few more plants they wanted to add to the white box lineup. The assign­ment was to imitate, as best I could, the style of botan­ical water­colors on the white packages.

No one knew who that original artist was and they didn’t have any of the old paint­ings. I painted three new packages, holy basil, lemon­grass, and hibiscus, as close as I could by studying a few Alvita Tea boxes I bought in a local store.

The old art was clearly a loose water­color style. I used to do that, but now I am painting digitally. I tried to loosen up, but I just loved those botan­ical details. I could not help making some improve­ments in the realism and making the new art my own. But when I compared my final proof to the old boxes, it didn’t look anything like the old art. I knew I had failed.

The next thing I knew, the brand manager had decided to redo the plant art in the whole line-up, upgrading them with with my illustrations.

 

illustration of alvita 1922 682x1024 Rebranding Alvita Tea

Original Alvita Tea, 1922

There was more. After a few weeks, the art director sent me a new package design with a green band around it and a tan background and asked if I could compose the art to fit both boxes. I told him I couldn’t exactly. One of them would have to be compro­mised somewhat. I was hoping the new tan boxes would the that secondary layout because the old white boxes were so simple and easy to design with. They just had, well, what designers in the know call “white space”.

The new green and tan boxes had a vertical row of symbols on the left side that cramped the art. And the painting had to wrap around the right corner to look good at a 34 angle. But the new was to win out over the old. Alvita was going to be organic now and white just didn’t say “organic” in the visual language of the shelf.

It turns out that those white boxes were not the original Avita Tea packages anyways. One of Twinlab’s vendors happened across an old Alvita tea package in their grandmother’s attic. It was the lost and forgotten 1922 package. The designer had incor­po­rated its beauti­fully retro look into a new contem­po­rary design.

I spent the next six months cranking out the new art on a tight schedule so packages could be printed for the unveiling at the Expo West Trade show this month. Within a year of two, the white boxes will be discon­tinued and all Alvita Teas will be organic, in the modern-retro green and tan boxes.

 

illustration of dandelion Rebranding Alvita Tea

Dandelion

illustration of passion flower Rebranding Alvita Tea

Passion flower

illustration of 2022534 passionflower box 350px Rebranding Alvita Tea illustration of ALV 03816 1 630x1024 Rebranding Alvita Tea

 

illustration of chamomile 600 Rebranding Alvita Tea

Chamomile

illustration of Echinacea F1 Rebranding Alvita Tea

Echinacea

illustration of 2022493 chamomile box 350px 0 Rebranding Alvita Tea

illustration of echinacea tea package Rebranding Alvita Tea

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