Brand Strategy + Copywriting
2025
Creative Director - Stephen McDavid
Managing Partner - Tom Bruce
Senior Designer - Tom Mitchell
Junior Designer - Zita Nagy
Illustrator - Ana Moreno
Press:
Brand New
BevNET
DIELINE
Creative Boom
DIELINE
Halfday Iced Tea approached Earthling Studio with the ambition to become the preferred iced tea of the next generation. But with the better-for-you drinks category getting crowded, Halfday knew it could no longer compete purely on taste, low sugar and prebiotics. It needed to more clearly define its role in people’s lives.
This imperative sent our team on a journey to identify a drinking occasion that the brand could own and built a moat around; one that felt appropriate for a canned iced tea while being uniquely suited to Halfday. After much research and ideation, the answer turned out to be right in front of us: the half-day.
Within the previous identity, the name Halfday jumped off the can but didn’t have any meaning or narrative support behind it – it was just there. But in our quest to define an occasion and build a world around it, the spirit of a half-day at school or work became the perfect muse.
Led by the brand idea and tagline Make a Break for It, we strived to make Halfday synonymous with freedom and escapism; to be a 12-ounce excuse to let your hair down and hit the gas towards somewhere good. Rejecting the category cliches of purity, folksy front porches and goofball humor, Halfday is all about capturing the buzz of ditching something boring for somewhere fun, and making the most of the time we’ve got. No worries, just potential.
This positioning inspired a new, uplifting wordmark that can be repeated as waves, as well as an expansion of Halfay’s illustration suite with objects of escapism like a canoe, hammock and pool floatie.