Tazo Refresh

An artful new identity, and powerful commitment to sustainability.

A bright, modern Visual Identity System invigorated TAZO in unexpected ways, including new recycled (and recyclable) plastic bottles.

Brand

Tazo

Type

Branding & Packaging, Structural Packaging

Region

North America

Brew the Unexpected.

How do you brew something really special? You start by blending art, fashion, and flavor into a fearless new visual identity that makes a statement on the shelf. Then, you completely redefine your commitment to sustainability and dream up a fresh way to make something old new again.

Previously known for “the art of tea,” the new TAZO carries an unconventional attitude inspired by the mantra, “brew the unexpected.” We embraced this ethos with 100% rPET plastic bottles – the result of a dedicated new process where old bottles are broken down, processed, and reborn as shiny new recycled (and recyclable) bottles.

Refreshing and Recyclable

Doing the unexpected isn’t just a pose for TAZO, it’s part of its DNA. The brand has always celebrated unique, exotic flavor profiles with a global point of view. The TAZO refresh resonates with contemporary tea drinkers and long-time fans alike through all-new, 100% recycled plastic bottles and an invigorating identity.

Strongly influenced by the expressive editorial aesthetic you’d find in fashion magazines, we embraced TAZO’s unpredictable spirit while staying true to classic brand elements. The new designs perfectly capture the adventurous spirit of TAZO’s unique blends.

Putting fresh ingredients at the forefront, the bright, captivating illustrations create a sense of experience—even before you brew your tea or uncap a ready-to-drink bottle. They are visually engaging, painterly collages of natural-looking ingredients and vivid colors that pop and weave and burst off the packaging. With these new designs, it’s impossible not to notice TAZO and the fact that it’s just as easy to recycle as it is to drink.

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