A rebrand of Tazo Tea company, from scratch
OPPORTUNITY
Choose a particular company to research and conceptually rebrand. Create a thorough, consistent design through a logo, stationary set, and other various touch points.
Choose a particular company to research and conceptually rebrand. Create a thorough, consistent design through a logo, stationary set, and other various touch points.
SOLUTION
I chose to rebrand Tazo Tea Company. In the development of this brand, I wanted to keep the same sense of mysticism that Tazo Tea Company possessed. To do this, I researched tasseography: the practice of reading tea leaves to foresee the future. This led to the name: Divinitea. The tagline, tea for life, reflects the health benefits and lasting effects of drinking tea regularly. One of the most common symbols in tasseography is the rose. This led to the development of the rose-shaped teapot for the Divinitea logo. Inspiration for the package design was taken from vintage tea towels used in the practice of tasseography. Ephemera, such as tea towels and teacups, and print ads complete the Tazo rebranding process.
I chose to rebrand Tazo Tea Company. In the development of this brand, I wanted to keep the same sense of mysticism that Tazo Tea Company possessed. To do this, I researched tasseography: the practice of reading tea leaves to foresee the future. This led to the name: Divinitea. The tagline, tea for life, reflects the health benefits and lasting effects of drinking tea regularly. One of the most common symbols in tasseography is the rose. This led to the development of the rose-shaped teapot for the Divinitea logo. Inspiration for the package design was taken from vintage tea towels used in the practice of tasseography. Ephemera, such as tea towels and teacups, and print ads complete the Tazo rebranding process.
