Crooked Tea Can and Package Design

When we set out to create Crooked Tea, we knew one thing for sure—we didn’t want to make just another hard iced tea. The category is full of brands that feel sterile, lifeless, and honestly, kind of forgettable. We wanted to shake things up. Yes, we use organic ingredients and skip the sugar, but that doesn’t mean we have to be boring. The whole brand is built around this idea: you can have a clean, high-quality product and have a personality. That’s why the design is bold, a little rough around the edges, and doesn’t take itself too seriously. The tone is tongue-in-cheek because, let’s be real, it’s hard iced tea—we’re not saving the world here, we’re making something that tastes good and goes down easy. Every detail, from the look to the way we talk, is about breaking away from the usual “safe” approach. No soft colors, no overly polished branding—just something real, fun, and unfiltered. It’s for people who appreciate a well-made drink but don’t need it wrapped in a generic, corporate bow. At the end of the day, Crooked Tea is about keeping things simple: great tea, no BS, and a brand that actually makes you feel something.

From the original award submission.