TAZO Tea
Create updated branding for TAZO Tea.
February - March 2023 05 Weeks
Project Summary
TAZO Tea needs to have a consistent branded system and updated design for their tea boxes. TAZO Tea came out with three new flavors of tea: Wild Sweet Orange, Organic Awake English Breakfast, and Calm Chamomile.
Project Objective
Create a brand that is different from the competition.
Have a consistent system that can be used for future tea flavors.
The Challenge
TAZO Tea needed a brand that would differentiate themselves from other tea brands. TAZO Tea must have a brand that does not only include photos of the ingredients used and outdated typography. It also had to cater to the target audience but still be diverse to have an inclusive consumer base.
Target Audience
Young adults, middle class, who drink tea.
Research
The market and primary research were done in groups with other peers. We all researched one main competitor of TAZO Tea, I researched Bigelow Tea. I analysed their website, packaging, shelf presence, main message, and customer demographics. After learning about all of the competitors, we deducted what similarities and differences they had.
Findings
The target audiences are to be adults or older.
Many tea brands focus on the health benefits that come with the ingredients.
Bigelow did not have a consistent colour palette.
To help figure out the direction I wanted to go, I needed to find a way to create a system for this brand. I ended up with the brand of lines or rays to depict the style or vibe of the tea. Then, I began iterating by drawing multiple versions until I got the final product. I drew all the illustrations digitally. The colors that were decided for the final product were chosen based on the ingredients the tea was made from. I made sure that the hierarchy of the text was clear so that it was easy to understand.
Process
The beginning of the TAZO project consisted of research on the market surrounding tea. Once I figured out what direction most competing tea brands were going, I was able to figure out where I wanted to take this branding project. The next part of the process was to sketch as many ideas as I had in my brain and bring them to form. I created sketches based on the name, the vibe, the ingredients, the process of making tea, and more.