After being purchased by ABI, Hoop Tea was preparing for wider distribution, but their brand wasn’t ready for masses, and their packaging needed a clear system to build recognition on shelf.

We focused in on brand's birthplace of Ocean City, MD, where the two founders lived the ultimate beach lifestyle. We channeled that feeling and anchored the brand in nostalgia and the energy of summer.

We gave Hoop Tea a fresh voice, visual identity and packaging system that blended retro elements with modern design — strategically evolving the brand to compete at a national level without losing its soul.