Facebook users are being asked to determine the packaging design for Lancashire Tea, from a selection by The Rehab Agency.
The Rehab Agency has created three new concepts for the boxes, and members of the public will be able to vote for their favourite design or to retain the old packaging.
If the old packaging wins, the Lancaster-based consultancy will receive a "much reduced fee", said Rehab managing director Janie Ash.
Rehab approached the Lancashire Tea Company around six months ago on an unpaid pitch and suggested getting people to vote for the winning design.
"People are key to the essence of a brand, so why not let them vote on the packaging. We thought it was really interesting to have a campaign using 21st century media for a traditional product, and you don't get much more traditional than tea," she added.
Ash said she felt the fact that Rehab is based in Lancashire, with offices in Lancaster and Manchester, and that its staff are largely from the region helped it capture the essence of Lancashire in the packaging.
The new design options include a brightly-coloured range of Lancashire faces, a postcard montage and black-and-white photos of old-fashioned scenes such as women in bathing suits. The original packaging carries a map of the region.
"When people think of Lancashire they think of the people, and their warmth and friendliness, so that was what we wanted to capture," said Ash.
Voting closes on 1 December and the winning designs will be announced in February. To cast your vote, click here to go to the official Facebook site.