Established Sparkling Tea (Est.)

Established Sparkling Tea (Est.) is a new celebratory drink that’s unapologetically alcohol-free. We created the name and brand identity, including packaging and website, for this innovative beverage.

While tea is widely known, sparkling tea is still a new concept to many. To bridge this gap, we built the brand around a series of contrasts: “Tea, but different… Everything, but alcohol. Established, but new.”

This witty, contradictory spirit shapes every aspect of Est.’s identity. The label nods to classic wine and champagne branding, evoking tradition and regal elegance. But a closer look at the Coat of Arms reveals unexpected details — a footballing unicorn, the Mad Hatter, and a dance music smiley — adding a contemporary and playful twist. Similarly, the glamorous campaign imagery feels straight out of the 1950s, yet every image is AI-generated.

“Established, but new” isn’t just a tagline — it’s the creative foundation of the Est. brand.