FUZE TEA GLOBAL DESIGN
GROWING A GLOBAL BRAND FROM DAY ONE
As Coke and Nestlé ended their 20 year partnership and marketing agreement of the Nestea brand, distribution of Nestea by Coke also ended.
As a replacement Coca-Cola introduced a new global line of tea and juice drinks under the FUZE tea brand in 2012. FUZE tea would now act as a replacement for Nestea globally, which has been positioned as the Coke’s value-branded option within its tea portfolio.
Anthem was tasked with helping to develop the brand positioning, design strategy, visual identity, package design across the portfolio, as well as global guidelines for activation both on and off pack.
Winner: 2012 Silver Pentawards Worldwide Packaging Design Award, Beverages: Coffee & Tea, Ready-to-Drink Category.