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.
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