Consumers are looking to the food and beverage category for products that aid in ushering in that moment of calm they need, and they are looking for lower sugar, caffeine-free beverage alternatives. The development of herbal-based, caffeine-free beverages is a growing trend, and TAZO CALM is the first chamomile tea to enter the chilled tea segment across both the PepsiCo portfolio and other competing brands.
As an extension of the TAZO Chilled line, the packaging had to provide consistency with the existing lineup as well as tell a flavor story all its own. The visual articulation of this new blend juxtaposes fresh, bold ingredient colors alongside the TAZO equity white. Delicate chamomile flowers, the hero ingredient, are featured front and center on pack in an artful way.
TAZO CALM fully embraces the “calming” narrative, not only on pack but also through key visuals and social media content. The messaging encourages consumers to make the product a part of their daily routines, which is important in everyday life, but even more so while facing the daily stresses of COVID-19 quarantine.
The TAZO CALM key visual (used and modified for the animation) was created during a remote shoot due to COVID-19 distancing restrictions in May 2020. The KV background colors reflect TAZO's bold expression and fresh ingredients with a pop of bright yellow and are contrasted with a relaxing periwinkle tone to channel the feeling of calm. Props were utilized in the product photography to illustrate daily calming rituals such as tending to plants, reading a book, or solving puzzles.