Tazo
As the Tazo brand expanded outside the US, it needed a refresh that was globally translatable and celebrated the uniqueness of the signature Tazo tea blends. I was the lead writer on the Starbucks creative team who developed the evolved brand around the promise of “Life, Reblended.” We created a whimsical, vibrant design system and voice, centered around a magical tea garden, where ingredients come to life and every cup takes tea drinkers on a fantastic journey through tea’s growth, processing and artful blending. The brand had a strong presence in Starbucks and grocery stores as well as a concept store, where customers could blend their own teas, order beverages from the tea bar and be immersed in the whimsical world of Tazo.
Merch Signs
Grocery Packaging
Project Credits
CW | Sarah Bergey, Francesca Merlini
AD | Nicole Harter, Amy Lam, Kristi Cameron, Bryan Chackel
CD | Carole Hurst, Fumi James, Mike Peck, Daniele Monti
Creative Studio | Starbucks
