Tazo Tea Package Redesign

Redesign Project for Tazo Tea: Problem & Analysis

Tazo is updating its package design. My analysis of Tazo and its competitors reveals that they are all competing to create visually striking designs that grab the attention of consumers. They do this by incorporating bright, eye-catching colors and images of ingredients on their packaging. They also have the same visual hierarchy presented on the front face of the packaging. However, this approach has become overused across all tea brands. Furthermore, Tazo's use of bright ingredient images at the top of its packaging, as well as a description of the taste which conflicts with the brand's goal of promoting calmness and relaxation while drinking tea as well as its minimalist design philosophy.

Experience Tea: Understanding the experience is crucial.

You will often discover little, dried tea leaves and/or tea particles within a tea bag when you open it. These leaves could be whole, broken, or a combination of the two. Depending on the type of tea, the color of the tea leaves can range from dark black to bright green.
The flavor and color of the tea leaves are extracted by hot water during the brewing process to produce the tea liquid. Depending on the type of tea, the liquid will turn a shade of brown or amber while the tea steeps. The flavor of the tea will intensify the longer it is steeped.
Seeing, smelling, and tasting tea can be three different sensory experiences. You can tell a lot about the flavor and strength of the tea by looking at the tea liquor's appearance. You can get a hint of the flavor from the tea's aroma. According to the type of tea and the method of brewing, the flavor of the tea can be anything from mild and delicate to powerful and robust. While some teas have a little bitter or astringent flavor, others may have a sweet, flowery, or grassy taste. Consuming tea can be soothing and calming.

Quick Ideation on Paper

Exploration of different logo and text placement.

Explore various design options for showcasing flavors.

Digital Sketches

digital sketches developed based on the research and ideas generated.

Top 3 Test Print

Issue: The blue was not legible.

Big Idea

Brand logo pattern designed to create a sense of luxury.

Brand logo Pattern with the steam cut-out.

Tea stain method was used to create this unique pattern. (scanned version)

Edited version to enhance color based on the tea flavor using Photoshop.

Typography

Final Design

Statement of Intent

The redesign of Tazo packaging is intended to provide a unique and immersive experience for consumers, while also elevating the brand's premium tea. The minimalist design philosophy and the brand's commitment to promoting a calm and relaxing tea-drinking experience are central to this effort.
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To achieve these goals, a brand logo pattern, or monogram pattern, has been created, which involves repeating the brand's logo in a design. This technique, often used by luxury brands, provides a unique and recognizable appearance. To depict a steam effect and reveal a calming color background that represents the colored steam of each tea flavor, a cut-out has been used instead of covering the entire package. This creates a premium and distinctive appearance for Tazo on the shelf. The tea staining method has also been utilized to create this unique pattern.
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The chosen font for the packaging is Proxima Nova, which enhances the premium feel with its modern and clean look. It was selected as the best option for legibility and consistency in tea flavor names and descriptions. Additionally, all text has been left-aligned, setting Tazo apart from competitors who typically center their text.

Several variables have been incorporated into this packaging system, including the top background color, tea flavor name, tea type text box, liquid tea color, and image of the ingredient outside the tea cup. These variables enable customers to easily differentiate between each tea flavor without confusion.