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.
