Known for its unique blends and ingredients, TAZO has launched a new line of ready to drink premium iced teas in bottles made from 100% recycled plastic. The design team developed a refreshed Visual Identity System that reflects the bold and unexpected twist of flavors that TAZO is known for.
Each of TAZO’s blends are unique, refreshing, and artful, so the design team wanted to visually articulate the fresh flavor expression on shelf. Keeping in mind TAZO’s existing consumer, the new VIS strengthens the brand’s current fanbase while attracting a new, more adventurous audience. Moving from the former TAZO equity that leaned closer to a refined and sophisticated visual expression, now the juxtaposition of fresh, bold ingredient colors alongside equity white cuts the noise in the tea category.
With its dynamic composition, bold colors and editorial attitude, the new TAZO VIS clearly establishes its strong and iconic brand positioning. The updated graphics put the focus on premium and authentic ingredients with an artful flare. With the establishment of a new VIS that will be applied across graphic, motion, and digital, the brand is able to have a further reach and opens the possibilities for future expansion.
PepsiCo Design & Innovation
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