BRAND STYLE GUIDE
PHOTO ART DIRECTION
Tazo is a subbrand of Starbucks Coffee. Acquired in 1997, the objective was to modernize the brand to appeal to a younger audience of tea drinkers in a heavily competitive market. As the lead designer on a team of 5 designers, I developed brand assets, brand guidelines, established photo art direction for print/digital, packaging (200+ skus, US and international), and collaborated with store designers on the Tazo retail store in Seattle. The rebrand was completed in just under two years. Tazo was sold to Unilever in November 2017 and packaging has since been redesigned. In a competitive tea market, that Tazo packaging was not redesigned in 7 years and fostered many look-alike tea designs, is testament to the rebrand success.