The company was founded in 1969 in Boulder, Colorado. What can you tell us about Celestial Seasonings and the extraordinary role tea plays in the pandemic?Ĭelestial Seasonings is a pioneer in herbal tea.
We had the great fortune of being able to speak with Collins at Celestial Seasonings about the Sleepytime Bear’s origins, the fascinating stories built into the brand’s packaging designs, “Sleepytime Bros,” and what makes Celestial Seasonings so beloved with tea lovers in the tea community. All other details surrounding the Sleepytime Bear, however, remain a bit mysterious in the brand icon space. There is also a plush bear available to buy from the Celestial Seasonings shop. What do we know about the Sleepytime Bear? In 1973, artist Beth Underwood was commissioned to draw the character that would illustrate the tea’s packaging. And a community of young men enjoying Sleepytime tea known as the “Sleepytime Bros” have emerged as a new customer segment, according to Tim Collins, General Manager and VP of Marketing at Celestial Seasonings. The caption “me every day at 5:37 PM” accompanied the iconic bear’s image and received over 210k likes. Shortly after Daylight Savings Time in November 2020, the Sleepytime Bear became part a viral meme on the popular My Therapist Says Instagram account. In an uncertain time, people have been able to turn to hobbies and daily routines - like brewing and drinking tea - that provide gentle comfort to the soul.Īmid the COVID-19 pandemic, the Sleepytime Bear himself has experienced a resurgence in popularity. Musician Taylor Swift released an album, Folklore, as the official soundtrack for donning a cardigan, curling up in a blanket, and journaling for hours. The cottagecore aesthetic, a stylized image of a slowed down life, has many pinning cabin hideaways, loaves of bread, and candlelit dinners on their Pinterest boards. Rituals like baking, gardening, and sewing have all garnered renewed interest across generations. In an unprecedented year marked by social distancing to flatten the coronavirus curve, people have sought out the simple pleasures found in being at home. Seated in a cozy chair with a teacup and teapot at his side, the Sleepytime Bear enters a serene slumber that one may only naturally ease into after sipping Celestial Seasonings herbal tea. The roaring fire in the hearth before him warms the room, one scene inside a cottage where other bear family members are settling in for the night. He is a brown bear wearing a long nightshirt and red nightcap. As someone who sometimes would rather not remember her dreams, that’s fine with me.For nearly 50 years, boxes of Celestial Seasonings herbal tea have been adorned with rich illustrations of the Sleepytime Bear. Did it give me “epic dreamtime adventures,” as Homestead’s website promises? Not really. on a Monday, I felt a little dizzy-this is definitely better for nighttime. A note that this tea used to be called Sweet Dreams, but now goes by Dream Time. You can drink it more concentrated this way, which means less liquid before going to bed-if you’re working hard to go to sleep, you might as well try to stay asleep. To bring out the floral notes, cold-steep the tea before you leave for work in the morning and then strain it to reheat before bed. After steeping the suggested 10–30 minutes, the tea still had only a hint of rose-chamomile flavor. Lots of dried pieces of actual nature, without the flavor of sticks, mud, and Off! Bug spray. I used to make potions like this when we camped in the Michigan woods in my childhood, and this was the tea I was trying to make. What a nice touch! This is a very unique tea, with mugwort and hops, and I love anything that gives me Macbeth witch vibes.
Packaged in an open-shelf-friendly octagonal jar, there was a big, green dried hop ( the stuff you make beer with) on the top of the tea when I twisted off the lid. $26 at Rebecca's Homestead Apothecary Dream Time You could easily drink it during the day after a rough meeting or before that flower-essence therapist appointment. Snooze factor: It won’t knock you out right away, but it will give you a calm, relaxed energy.
As I drank it, I felt like I wanted something more, but maybe I’m just not appreciative of nuance. Verdict: If you’re not a fan of chamomile/licorice/all those usual medicine flavors in most sleep-aid bevs, this is your cup of tea. When steeped, this made a darker, gray tea that smelled like oatmeal and tasted very mellow, with hints of.hay? That was the most concrete thing I could put my finger on. It’s a lemon balm tea with oatstraw, lavender, and skullcap, which came highly recommended from a flower-essence therapist friend of mine. This was my first time as a human ever to consume catnip, which I knew had great reviews from my cat, Roger, but apparently is also a muscle-relaxing nerve-chiller.
$4 at Target Rebecca’s Herbal Apothecary Bedtime Blend
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