New Look, Same Flavorful Teas
Premium tea maker Stash Tea—founded in 1972 and today a member of Yamamotoyama, the world’s oldest family owned and operated tea company—is celebrating a year of major milestones, including a rebrand unveiled in 2018. The company, known as a leader in innovative flavor blends, has completely redesigned its packaging, which is continuing to roll out to tea aisles across the country.
With time-honored favorites like Lemon Ginger and Chai Spice, for 46 years Stash’s mission has been to take consumers on a flavorful journey through hundreds of unique tea blends. Leaning on the company’s long-standing commitment to flavor, quality, and creativity, the brand’s new look centers around bright colors and bold ingredient imagery representative of key tasting notes.
Nami Yamamoto, CEO, notes that the aim of the rebrand was to rethink not just how the packaging looks on store shelves, but how to better communicate Stash’s long-standing core values to the consumer. "Giving the ingredients center stage emphasizes our commitment to using only natural, healthy ingredients to create delicious and unique flavors," says Yamamoto.
One challenge of the brand refresh was bringing Stash’s successful 46-year heritage into today’s modern market. The existing compass rose logo was streamlined and adorned with tea leaves—establishing a sharp new visual identity while maintaining the brand’s adventurous and worldly spirit. The compass is meant to inspire consumers to look to their daily cup of tea to help them find their “true North” and a sense of balance in today’s busy world.
Business as a Force for Good
The past year also marks two new certifications acquired by the company—Project Non-GMO Verification for all tea bag blends and B Corp Certification—both of which reflect the brand’s commitment to integrity and transparency.
Celebrating one year as a B Corp Certified company, Stash cements their dedication to positive change and thoughtful business actions by continuing to pursue green packaging, ethical sourcing, employee well-being, and community involvement to amplify impact both globally and at a local level. B Corp Certification requires a holistic review of a business’s social and environmental performance, and as a B Corporation, Stash must meet higher standards of accountability and transparency than traditional private companies.
With a commitment to eco-responsible materials and manufacturing, renewable energy, and strict product verification and quality control processes, Stash is part of a global community of companies leading with purpose and redefining success in business. "Attaining B Corp status wasn't an arbitrary decision,” says Yamamoto. “We pursued this certification because it completely connects to our commitment of transparency and sustainability, and everything that we are and aspire to be as a brand."
Shop Stash Tea at grocery stores throughout the United States and Canada, and online at stashtea.com.
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