DDW's Tazo Brand Update Is More Refreshing Than A Brisk Cup Of Tea
by Rudy Sanchez on 02/19/2020 | 3 Minute Read
Tazo, founded in 1994, rode the surging wave of the coffeehouse culture of the day, quickly being acquired by coffee behemoth Starbucks in 1998. Unilever later purchased the tea brand from the chain in 2017, even while they were undergoing a brand refresh from DDW. Unilever kept the San Francisco agency on board, as they felt the work they were doing for the brand provided a much-needed jump start, not dissimilar to the energizing property of a cuppa English Breakfast.
The last significant brand update was back in 2013, and the current refresh retains visual elements that were doing a good job, such as the circular icons and colors denoting caffeine levels and tea types. Descriptive copy is set in a clean and easy-to-read type similar to before, and the Tazo wordmark remains unchanged as well, combining the original Exocet type but modified for a more contemporary and legible look.
Ingredients come illustrated and photographed with more dynamism, conveying flavor and freshness. The fruits, herbs, tea leaves, and spices leap off the packaging, aided by a splash of bright color underneath while the white background creates depth.
Missing is any of the new-age original branding of the 90s, as well as the stark frankness of Starbucks’ 2013 update. Instead, DDW’s branding emphasizes flavor and the experience of drinking a freshly brewed cup or opening up an ice-cold bottle. The updated copy, just like the visuals on the packaging, highlights the positive qualities of the ingredients that make Tazo tea so tasty.
Creating a unified visual identity for Tazo challenged the team at DDW as the classic tea brand has a portfolio of over 160 SKUs, and products get sold in tea bags, loose leaf tins, K-Cups, and Ready-To-Drink bottles. Ultimately, DDW developed a packaging system and brand identity that was a resounding hit with both Unilever and consumers. The Tazo story and product information are communicated clearly and vibrantly, with the ingredients and flavor become the star.
DDW’s Tazo refresh can be seen in-stores now, including a Target exclusive sub-brand, Foragers, which includes flavors inspired by America’s diverse and distinct regions and local ingredients.