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.
Drawing on the brand’s authentic origins, we created a vibrant story about the brand’s passion for seeking out the most unexpected ingredients, which are then blended into deliciously unexpected flavors – always with a unique, intriguing twist.
Tazo’s new design honors the brand’s profound heritage by retaining the stunning white canvas, bold iconic logo, and distinctive ingredients imagery. But it is now bursting with delicious and flavorful energy. The brightly colored ‘tea’ splashes create a bold backdrop for the ingredients, which have not only awakened but are now dancing about wildly delivering delicious taste cues.