ellis island tea is gone now? >> it's gone. >> when i first saw the black star label, my instinct was, this is it, this is going to be the label we use going forward and it kind of scared me. it scared me how quick i was willing to jump and forget about ellis island tea. was speechless and didn't know how to react, but i would definitely say that was the biggest surprise. >> i'm surprised nyala is as open as she is in taking suggestions and even as extreme as thinking about brand name. that was a surprise. >> a phrase on the label really caught nigh ala's attention jamaican sweet tea. with no other tea called jamaican sweet tea, she has a whole other strategy. >> you set yourself up on the shelf against anybody else you reviewed and you said, e i'm your own thing. you can't compare me the something else. you've got to try me. jamaican sweet tea. >> i'm interested to see what scott has to say. >> i'm like you. i'm drawn like this one. i think she's got two excellent choices and she made a right choice at the end of

her tea that will grab people's attention. >> i'm still trying to figure out the identity of ellis island tea. yes, it's a tea, but what kind of tea? >> building a brand identity is no easy task. it starts by asking lots and lots of questions. >> what do you want people to feel when they're drinking it? >> the first thing i always get is oh, my god, it's so smooth. then think say it tastes like real tea. >> as we define what this brand stands for and what makes it unique among its consumer is how do we make sure we have a wall around that. >> next step, scott and craig contacted skid more studios. skidmore volunteered to hip nii a lah create labels, packaging and maybe even a new name, eye catching designs that will get noticed on a store shelf and show what makes her tea different from anyone else out there. then katia and drew arrived with the artwork. before presenting the new labels, katia explained how the team came up with their two design options. we've been, wog for weeks with scott and the team, crafting label designs for you, giving you that way to pop off the shelf, right? he began