Made with pharmaceutical grade herbs, Dr Stuart's teas are the next best thing to herbal medicine. The brand has a loyal following, but its dry, austere packaging was a barrier to winning new customers. Our task was to infuse the Dr Stuart's brand with personality while retaining its authority as an effective product. The redesigned packs reinvent the Dr Stuart character as an idiosyncratic expert in herbs. This personality is brought to life both visually and verbally, with a surreal illustration for each variant accompanied by a quirky but relevant description. White space and colour-coding bring a modernity to the brand, which now carries the “Extraordinarily good teas” strapline. The overall feel redefines Dr Stuart's as a personality-driven brand that successfully combines eccentricity with efficacy.