Multi-Color enhances Shaka Tea brand

Multi-Color Corporation (MCC) has developed four new labels for Shaka Tea, a Hawaiian herbal iced tea company, to respond to the growing trend of packaging individualization and to express strong brand image through the new designs.

Multi-Color enhances Shaka Tea brand

The growing trend of individualization continues to influence purchasing habits. Consumers want to associate with brands who they believe in, who evoke self-expression when using their product. Shaka Tea, a brand from Hilo launched in 2016, is following this trend.

Shaka Tea CEO, Harrison Rice, had a clear vision on how he wanted to honor the brand’s home on its four tropical-botanical flavor labels. It started with transitioning to a pressure-sensitive label. Multi-Color used its technical expertise and manufacturing capabilities to bring his vision to life.

MCC achieved his vision by producing a no-label look with rotary screen and UV flexo printing, aiming to increase consumer interaction with the package through the graphics. The rotary screen’s opacity and raised-tactile feel enhanced the overall brand. 

‘Multi-Color was as an engaged partner as I could have possibly imagined’, said Rice. ‘Their engagement and transparency made us feel like partners. It was an extremely integrated process working with MCC. They didn’t just do it, they helped us understand the different processes and different layering and coloration techniques that were going into the labels. Their engagement and transparency made us feel like partners, which was very meaningful to us.

‘We appreciate having this relationship from process, production, pricing and being able to produce a product that can be a viable and a competitive product on a number of different levels on the market.'