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Chicago, IL — Innovative brand-identity firm Baer Design Group revamps old conceptions of tea to launch Lazy Days Tea Company.

Through clever package design, they created an aesthetic that launched the new company with a buzz-garnering brand. Flavor names, copy and package design completed the concept: to turn the owner’s batch of wild flavors into the “Ben & Jerry’s of tea.”

Bearing irreverent names with subtle hipness –“Cup-O-Jane,” “Go Man Go,” “BFF,” “High-5,” and “Shhh” -- distanced Lazy Days Tea Company from the stuffy English, medicinal Chinese, and patronizingly cutesy clones crowding the hot beverage shelf. The images followed suit with laid-back free-spirit types, as did the copy in its deployment of a snappy, down-to-earth voice.

The design made smart use of the facts that the product is made of real tea, natural flavors, breakaway blends, organic materials and is Fair-Trade Certified. They launched it at the 2006 World Tea Expo with the rallying cry “Spout it Loud!” distributed to people on temporary tattoos.

The first five flavors are slated to hit grocery stores in late fall. For sample or additional information, please contact info@baerdesign.com

Baer Design Group is an 11-year-old brand-identity firm located in Chicago, IL. Their specialties include package design, product naming and brand-story formulation.

Evanston, IL, October 11, 2007–Baer Design Group is among the noted 2006 winners of the Creativity 36 Competition featured in the book “The Creativity Awards Annual,” just released this month at a bookstore near you! The 400-page, hardcover book is distributed internationally each year by HarperCollins Publishers of New York.

Evanston-based branding firm Baer Design Group appears three times in the categories of Food & Beverage and Logo & Trademark. They garnered awards for best Organic Packaging for their work with Lazy Days Tea Co; best Logo for their work with Sommers Organic; and best Organic Meat Packaging for their work with Sommers Organic.

The Creativity Awards Annual is one of the longest running international advertising and graphic design competitions. Created in conjunction with the pioneering and prestigious Art Direction magazine, it was made into a book that is one of the first to showcase leading-edge design not just from New York, but from across America and all points of the globe. Over the years, the book has grown in size, scope and style. The Annual's most recent editor, David E. Carter, is the author of over 100 books on graphic design, including the best-selling "Big Book" design series.

Baer Design Group is a brand-identity and design firm made up of veteran designers, seasoned brand-architects, copywriters and photographers that have been creating problem-solving brands for well over a decade. They’ve done award-winning work on everything from technology to tea, working with a portfolio of clients ranging from Motorola to Saks Fifth Avenue to CBS.

September 2003–Motorola's Bravomoto anniversary campaign, designed by Baer Design Group, is selected to appear in Creativity 33 by David E. Carter.

The campaign–which includes a mobile, tent cards, mini-flags, a large poster and a style guide CD—was up against work from 40 states and 31 countries.

"This year we had an enormous amount of excellent work submitted, and we could not include it all," said David E. Carter, reaffirming the excellence and creativity of the Bravomoto campaign.

Creativity 33 will be in bookstores in summer 2004. Look for Baer Design Group's showcased work.

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