Special Leaf
Packaging, Marketing, Illustration
From local farmer's market to regional retailers and beyond
Special Leaf was the original olive leaf ready-to-drink iced tea, introducing consumers to the unique taste and wellness benefits of olive leaf extract in a convenient beverage format. Founded with a mission to create a healthier alternative to traditional teas and soft drinks, the brand was preparing to expand beyond local sales channels and establish a stronger retail presence.
The Challenge
As Special Leaf entered a new stage of growth, the company was transitioning from glass bottles to tall cans and needed packaging that could compete more effectively on retail shelves. While the brand already had a loyal following through farmers markets and local sales, the existing packaging lacked the visual impact needed to communicate the product's unique story and benefits to a broader audience. The challenge was creating a package that balanced education, shelf appeal, and brand recognition while working within the constraints of an existing logo.
My Approach
Working closely with the founder and an executive advisor with more than 30 years of experience in the consumer packaged goods industry, including leadership roles at Coca-Cola and Minute Maid, I developed a refreshed packaging system designed specifically for retail growth. The new can design incorporated custom illustrations, highlighted the brand's heritage as the original olive leaf tea, and clearly communicated the product's unique wellness benefits. By organizing information strategically and creating a more engaging visual experience, the packaging helped transform the product from a local specialty beverage into a retail-ready brand.
Results
The redesigned packaging supported Special Leaf's expansion from local farmers markets into regional retail chains, including Central Market, Brookshire Brothers, Reid's, and other independent retailers. The project helped establish a stronger foundation for growth and increased brand visibility in competitive retail environments. In 2025, the company evolved into the Olia brand through a subsequent rebrand and is continuing to pursue national expansion through new investment and growth initiatives.
