Rooibee in major rebranding effort
Ready-to-drink rooibos tea manufacturer Rooibee Red Tea announced a major branding revamp that includes a redesigned website, reworked packaging and a tweaked logo. The packaging design and website have adopted minimalist cues with a white background and colorful images of fruits taking center stage. The company also switched from a 12oz to 16oz bottle, bringing the design and bottle shape surprisingly close to those used by competitors Honest Tea and VitaminWater. Rooibee is seeking to realign the brand after a transitional period that saw the departure of longtime CEO Heather Howell and a short-lived stint by Bryon Evans. Accompanying the announcement, new CEO David Salmon shared plans for an aggressive national expansion in the premium grocery and convenience channels.