Following their strategic and creative work for the Good Earth Brand, ASHA were asked by Tetley to help extend the brand into the fruit tea market.

Using the basic branding elements they had previously created, ASHA looked at ways of differentiating Superfruits using imagery in an inspiring way as opposed to a descriptive way.

Focusing on conveying the fantasy of taste, illustrations were blended with corresponding washes of colour swirls across the fruit flavour range. The packs look clean and refreshing on shelf and provide great shelf stand out.


The Superfruit packs were the first Good Earth Packs to carry ASHA’s ‘be good’ campaign and featured a specific challenge taken from one of the three categories ASHA identified for the Good Earth philosophy: ‘Good Earth is Good to the planet, Good to others’.

Working in tandem with the Good Earth tea packs previously designed by ASHA, the Superfruit packs also carried ASHA’s Good Earth guide created to communicate the brand positioning ‘You can’t be good all the time, but at Good Earth we believe that if you start by doing a little bit of good, the rest will follow’. The guide demonstrates the ways in which each product is ‘good’.

Each pack also features a ‘story’ aimed to help establish Good Earth as a leader and a partner in doing ‘good’. As such, the copy is rooted in a belief or opinion, is written in a human and interesting way and carries the brand sign off created by ASHA: ‘Thank Good Earth for that’.