Wednesday, October 29, 2008


This is a call to arms.

The previous post was devoted entirely to urban design, but there is a far more important field of design: Sleepytime design.

Celestial Seasonings, the herbal tea company from Boulder, CO. changed the packaging of its most famous product. "Sleepytime" boxes used to feature an entire family of drowsy teddybears: Daddy bear asleep on the couch in front of the fireplace (this is what teddy bears watch instead of television), mommy bear walking two yawning kid bears to sleep. An astonishingly sugary text, addressed to "dearest one", described the virtues of napping often, if not always.

All of this is lost, lost forever! the new design features a single bear (daddy) and no schmalzy text, exept some shitty "quote of the day" style thing. I don't even like chamomile tea, and this product isn't available in Israel, but I am outraged. I feel like that bear - abandoned asleep beside an open flame, left to die a catastrophic death!

This is a call to all of my readers who appreciate ingenious, original packaging design - a dying art, trampled under the feet of overschooled marketing consultants - to take up arms against this injustice. Get your pitchforks and torches and march on Boulder. The factory is situated on Sleepytime Drive. This is the company's actual address, let's not give them rest until they do something to deserve it once more.

(and special thanks to my lovely friends who offered me tea and exposed this scandal).


Jeff said...

I have been drinking sleepytime tea for years and have come to love the familiar green bear family packaging. I'm with you! I even have the bear family tins. I will talk to my congressman and see if we can put any pressure on Celestial Seasonings. Yuval, you are a prophet.

DL said...

I'm devastated. Seriously.

Yaelian said...

Yuval, oh I am so shocked to hear this!!!I too remember that tea and that lovely package.Outrageous, really, to let us consumers down..

Btw, I left a comment sometime ago for one of your postings, in Finnish, and you asked if you knew tunne, mutta blogiasi on kiva lukea! Olen Helsingistä,mutta asun lähellä Tel Avivia nyt. You are welcome to visit my fresh from the oven blog, although it is in Finnish(how on earth did you manage to learn that dreadfully difficult language...)and mainly about food.And I will link you, hope you don't mind...

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