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. Yearly revenue for Tazo was $115 million in 2016. Tazo was sold to Unilever in November 2017.
FULL LEAF TINS: The original brand expression utilized traditional 3/4 view photography and centered layouts.
BRAND STYLE GUIDE
PHOTO ART DIRECTION
INGREDIENTS/ECOM: Ingredients are treated like art. It has one whimsical element or the magical moment can be in the playfully, sophisticated way it is styled. Lighting has a strong sense of direction. Framing is straight overhead or directly in front of the subject. Photographers: Armstrong Pitts/Various
LIFESTYLE: The new brand lifestyle photography depicts magical moments, as if the subject were in a
dream with a heightened sense of reality. They are whimsical and invites the viewer
to imagine the possibilities. Photographer: Cade Martin