With its exotic ingredients and many unexpected blends, Tazo has been the first choice of many steadfast tea drinkers for decades.
And in a tea aisle filled with hundreds of many-colored, florally-patterned packs and overly romanced stories, the iconic Zen-like Tazo design system has stood out quietly and confidently – bringing a breath of calmness to the category chaos. But the category is changing as are today’s tea drinkers. They are no longer just the demure china-cupped tea-sippers we used to associate with hot tea. Today's tea drinkers are young and fast-paced on-the-goers, who enjoy their teas in mugs, glasses, and bottles.
So when Unilever purchased Tazo in 2017 from Starbucks, they knew they had a challenging opportunity: How to reinvigorate this classic brand by infusing a jolt of energy, while keeping its core values and equities.