South Africa, Sept. 8 -- The refreshed Bos Tea box is designed to hero the brand's proudly South African identity while highlighting its connection to the Cederberg - the only place in the world where Rooibos is grown.

The redesign follows recognition for the brand's packaging at the Food & Home Awards, where Bos Tea received Gold.

"At Bos, unapologetically South African heritage runs through our brand DNA. This new tea design is a bold, distinctive nod to that heritage and a call for all of us to keep celebrating where we come from," says Maura van Styrum, head of marketing at Bos.

A new look, the same Rooibos

While the box may look different on shelf, Bos says the tea inside remains unchanged.

Each box contains single-origin, hand-...