TAZO - Packaging Redesign

Tazo is an herbal tea company that prides themselves in providing delicious and natural teas to their consumers. Each of their teas are crafted with delicate, flavorful ingredients which many have come to love.

Although the current design is aesthetically pleasing, I did believe that it didn't fit the concept/feeling of a delicate and light flavor. Looking at the current packaging, the exploding brushstrokes invoke movement and boldness. The flavor of the tea was far from being strong but rather delicately comforting. I wanted to convey this feeling through my design when I drank this tea.

Additionally, Tazo's age demographics range from 40 to 60+ year olds. Tazo was lacking revenue from younger generations and their packaging design is one of their main issues. Young consumers are now valuing simplistic and modern designs in order to consider buying a product. By creating a modern and sleek design, it would appeal to a younger crowd and boost Tazo's revenue. 

With the inspiration of a rich dark tea color and a delicate taste and aroma, I constructed the box design to convey elegance and airiness with a modern twist.