Case Study | Tazo Rebrand
Problem
To create a TAZO packaging design that emphasizes quality and represents the productive use of ingredients during its entire life cycle while keeping the logo and the original box contents the same.
Spark
Tazo and other tea companies tend to have a very similar box design.
Outcome
Creating an unique logo format, as well as including depicting origins of the flavors to attract new consumers.
Research:
Studied Tazo's existing packaging design.
Analyzed competitors' packaging designs.
Researched various tea flavors, the history of tea, and ingredients used in tea blends.
Identified factors that were effective in Tazo's design and areas that needed improvement.
Consumer Feedback:
Engaged with real consumers of Tazo tea to gather insights.
Explored what attracted consumers to Tazo tea specifically.
Inquired about consumers' interest in other tea brands.
Discovered that Tazo's current branding was perceived as repetitive and overused.
Recognized the convenience factor of the simplicity in displaying ingredients on the packaging, which appealed to consumers.
Analysis and Ideation:
Evaluated the effectiveness of Tazo's current packaging design.
Identified strengths and weaknesses in the existing design.
Brainstormed ideas for a new packaging design that would appeal to both existing and potential consumers.
Explored potential additions to the design to attract new consumers while retaining existing ones.
Sketching possible items to include on product
Design Development:
Utilized the base information gathered from research, analysis, ideation, and consumer feedback.
Incorporated consumer preferences and feedback into the design development process.
Developed a new packaging design for Tazo tea that addressed the identified issues and leveraged consumer insights.
Focused on creating a visually appealing and effective packaging design that communicated the essence of Tazo's brand while highlighting the simplicity and quality of the ingredients.
Mid fidelity ideas
Final Product:
