I made a grocery store run to re-stock some of my kitchen’s regular items. One of those items is Tazo Decaf Chai Tea. I typically have a cup of the delicious tea during late afternoon work sessions. When I went to find my afternoon treat, I found a surprise instead, a re-brand! It was in that moment that I got into an argument with my mind in the middle of the aisle. As a designer, I embrace change but in the moment I felt shocked. It had been such a staple that I forgot to notice it until it yelled at me with a new look.
I really enjoyed the design of Tazo previously. I loved how the dieline even complimented the design on the boxes that hold tea bags. The product quality seemed to match the design and I developed trust for the brand. When I got to the spot “my” tea should have been, I thought for a minute that products moved and I was going to grab chicken broth. That was before my conscious woke up followed by my design brain.
The shelf space displaying the products was a mixed mess of old verses new packaging. It allowed me to do some comparing between the two designs. I am sure shoppers thought I was nuts, but here are some snapshots I took.
I would love to hear your thoughts of the re-brand. Personally, I’m still undecided if I love it but I like it.
Here are some things I like:
I like the clean and bright approach.
I like the photography used as art and detailed placement of each ingredient.
I like that the product titles are easier to read. That was always challenging on the previous design in my opinion.
I like that the images wrap around box corners.
What I would have loved to add to their re-design or at least test out:
Add a quick pop of color on the front label to help quickly distinguish the varieties in a hurry.
If you look at the second photo I’ve included you’ll notice English tea to the left of Chai tea. Where the two meet in the middle I think it could have been amazing if the photographs worked together to help create a larger overall image when all the varieties are lined up together. It would have been quite the photography puzzle to put together.
Do you love it or like it? Share in the comments!