Harman Dua — Creative Director & Marketing Strategist, Vancouver, British Columbia, Canada

Brewhouse Iced Tea

Less Sugar. More Flavour. Made for People Who Actually Read Labels. (2016) · Food & Beverage

Brewhouse Iced Tea came to me with a clear product advantage — real brewed tea, significantly less sugar than leading brands, and flavours that actually tasted like something — but no real marketing presence to match. The brand had good bones and a product worth talking about. My job was to give it a voice and a visual identity that could hold its own on shelves and in feeds.

Packaging Design & Visual Identity

The first thing I tackled was packaging. The existing design wasn't doing the product justice — it didn't communicate the "less sugar, real ingredients" positioning at a glance. I worked on a redesign that led with the flavour and the story: clean typography, botanical illustration-style graphics, and a colour palette that felt fresh without trying too hard. The goal was shelf impact. Iced tea is a category crowded with neon labels and aggressive "0 sugar!" callouts. Brewhouse needed to stand out by feeling like the refined, honest option — the one that doesn't shout, but still gets picked up.

Packaging Across the Range

Once the design language was established, I extended it across the full product range — Lemon, Honey Mint, and the other variants. Consistency across SKUs was important: each flavour needed its own colour cue and personality while still reading as a cohesive family on shelf. The flat lay photography brief was built around this — showing all variants together to communicate range without visual chaos. Clean background, natural light, product first.

Content Strategy

The content strategy was built around one insight: Brewhouse drinkers don't want to be lectured about health — they want to feel like they made a smart, enjoyable choice. So instead of "look how little sugar we have," the content angle became lifestyle-led: real moments, real places, real people reaching for a Brewhouse. We positioned the product in contexts where people are already making considered choices — travel, outdoor meals, the kind of afternoon where you'd pick a good drink over a mediocre one. The bag lifestyle shot and the travel bottles shot were built around this idea: Brewhouse fits into a life with taste.

Content Formats & UGC Direction

For social content, I directed a mix of polished lifestyle photography and UGC-adjacent formats — the kind of content that feels real enough to stop the scroll but produced enough to build brand trust. The picnic basket setup and the hand-held Honey Mint shot were both shot to feel like they could have come from a real customer, while still being intentional about product placement and lighting. The brief to photographers was consistent: natural light, natural settings, never staged beyond what a real person would actually do. The product should feel discovered, not advertised.

Result: Brewhouse now has a visual identity and content system that punches above its weight for an indie brand. The packaging redesign gives the product the shelf presence it deserves, and the content strategy gives the brand a voice that's honest, flavour-forward, and built for the audience that actually reads ingredient labels.

Playbook: Crossing the Chasm by Geoffrey Moore (1991) — Marketing and Selling Disruptive Products to Mainstream Customers.

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