Tazo Rebrand

Tazo is a former subbrand of Starbucks. Acquired in 1997, the objective was to modernize the brand to appeal to a younger audience of tea drinkers. 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+ products, US and international), and collaborated with store designers on the Tazo retail store in Seattle. The rebrand was completed in two years. Tazo was sold to Unilever in November 2017 and packaging has since been redesigned. Tazo packaging was not redesigned in 7 years and fostered many look-alike tea designs which is a testament to the rebrand success.

Before
FULL LEAF TINS: The original design utilized traditional 3/4 view photography and centered layouts. 

BRAND STYLE GUIDE
PHOTO ART DIRECTION 
Ingredients are treated like art with whimsical elements or playful styling. Photographers: Armstrong Pitts/Various
The updated brand lifestyle photography depicts dream-like tea moments. Photographer: Cade Martin
AFTER
Grocery SHELF
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