Red cursive text spelling "haze"
"Case Study" handwritten in elegant red script.

Haze Iced Tea

Services: Brand Design · Packaging Design
Project Type: Brand Design + Packaging Design add on

A New Dawn for Iced Tea

When Haze Iced Tea came to me, they were at the edge of something big — launching a premium beverage brand with bold flavors and even bolder ambition. Their dream? To carve out space in a saturated market and be known as thehighest-quality iced tea on the shelf.

But more than that, they wanted a brand that felt different — something rooted in experience, feeling, and the stillness that inspired their name.


Concept design sketch for "Haze" tea packaging featuring bottles labeled "Haze Peach" and "Sweet." Additional design elements include images of morning landscapes, handwritten notes, and different text styles for brand and product names.

We began with the fog.

Inspired by the morning haze that softens the edges of the world — quiet, whimsical, and full of potential — we built a brand identity that captured that moment before everything comes into focus. Soft gradients, grounded type, and intentional space guided the creative direction, inviting the viewer into a slower, more intentional experience.

Together, we shaped their story from the ground up — defining their voice, crafting a message that matched their quality, and designing packaging that could stop someone in their tracks (even in a crowded cooler).

"The branding" written in red cursive text on a white background.
Colorful label with the text "Haze Tea" in stylized font.
Haze color palette with five swatches: dark blue (#4B498C), cyan (#29E6F0), yellow (#FFED30), black (#000000), and orange (#F2A33B).
Image of a beverage label for "Haze Tea Lemonade" with natural flavors. Includes nutrition facts showing 180 calories per bottle and 44g sugars, alongside ingredients such as brewed tea, natural flavors, and citric acid. The label features a sunrise background with a 170-calorie badge, and the beverage volume is 18oz (532mL).
Red cursive text "the packaging" on a transparent background.
Three bottles of Haze Tea on a white background, featuring Lemonade, Sweet, and Peach flavors with tags on the neck.
Bottles of Haze Tea in various flavors, including Lemonade, Sweet, and Peach, with colorful labels and metal caps.

Packaging That Speaks Before They Sip

Each flavor in the Haze Iced Tea lineup was designed to evoke the feeling of an early morning moment — just before the world comes fully into focus.

We used color and imagery to guide that experience:

  • Lemonade brings warmth and energy with sun-soaked yellows and golden tones

  • Peach leans into the softness of a slow sunrise, all dusky oranges and delicate textures

  • Sweet offers calm clarity, wrapped in cool blues and misty gradients

The layered imagery in the background reflects more than flavor — it reflects a feeling. Haze isn’t just iced tea. It’s a moment you can hold in your hand.

A bottle of Haze Tea Sweet with real sugar, labeled 18 ounces and 170 calories per bottle, featuring a blue and orange design with a metallic cap.
Three bottles of Haze Tea, featuring flavors such as Sweet with real sugar and Peach with natural flavors, each bottle containing 18 oz and labeled with 170 calories per bottle.
Stylized red cursive text "the outcome" on a black background.

 A full brand identity rooted in clarity and quiet confidence

  • Packaging for three signature flavors that feel tactile and distinct

  • A foundational voice + messaging system that grows with the brand

Haze Tea Lemonade bottle with cap and tag
Three bottles of Hazea tea in different flavors: Sweet, Lemonade, and Peach, each with a colorful tag attached.

Why It Matters

For Haze, this wasn’t just a launch — it was a statement. By investing in aligned, intentional design, they stepped into the market not just as another iced tea, but as a brand with soul and staying power.

This is what happens when your visuals, voice, and values are in harmony — your audience doesn’t just notice. They remember.


This is what happens when you design with intention.
Ready to create something aligned and unforgettable?