Move Over, Snapple

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As fans of the musical Melville descendent may know, Moby has a caf‚ on New York's Lower East Side called Teany. Well, now he's got a line of Teany flavored iced teas to go with it, with packaging by New York's Graham Clifford Design. The line launched this summer in Manhattan in Dean & Deluca, among other outlets, and is being distributed throughout New York and New Jersey. The packaging, in keeping with the purist spirit of the product, presumably, is clean and simple in the extreme. "We had a number of different directions-some fun, some elegant, others completely mental-but what decided the winner was Moby and myself marching down to a local store and sticking the variously designed bottles on the fridge shelves to gauge the label with the biggest impact," explains Graham Clifford. He describes the winner as a "bold approach with a color palette that's vaguely fruity yet friendly. The white dot on the label gives it a slight 3-D effect, and the reverse lower-case type imparts a very vivid, childlike quality." On the back label of each flavor, as well as under the cap and on POS materials, is a "quirky little character" from Moby's drawings. "Moby doodles this little fella all the time, so we felt we had to find room for him," says Clifford.

8www.grahamclifforddesign.com

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