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Tazo Life: Product Repositioning

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    Take an existing product or service and rebrand it in order to reposition its market. This was a group project completed by Adam Koon and Justin Marimon. Tazo, Starbuck's in-house tea brand, is largely positioned as a premium tea for 30-50 year old Starbucks customers. Our challenge was to reposition it as a modern and relevant energy-tea brand.
    Below you will find our solution. We chose to take Tazo Tea and recreate it as an energy drink beverage in order to reach a younger audience. We completely envisioned the new product, the packaging, the copywriting, advertising and launch-marketing. We repositioned the brand to compete with companies such as Monster, Red Bull, Coffee, and Arizona Tea.