Side design

Texture Used

The original concept is to imitate the abstraction of a kaleidoscope pattern.  Depending on the way a person moves a kaleidoscope, it will show a different perspective. Just like a customer drinking the Tazo tea, the choice of the flavor will change the vibe and mood.  The original Tazo package is using white background with a simple image to represent the flavors, which work really well to stand out on the shelves.  Compared to the competitors, Tazo tea is known for its high-end and neat style.  In order to keep the brand’s famous representation, the package design will incorporate the iconic white background with the abstract ingredient kaleidoscope pattern so it would help create even more contrast and attention.  For the font family, Arial Narrow was being used on the package design. The font is very compact yet the simpleness is creating a very neat overall hierarchy.  Mixing regular, bold and Italic font style would create more contrast which helps consumers identify information much easier.  The new design is able to keep the similar style to Tazo tea’s original design so consumers would still recognize the brand in the section.