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Tazo identity and packaging

Contributed by Barry Parker on Dec 3rd, 2016. Artwork published in .
    Tazo identity and packaging 1
    Source: http://tazo.com Starbucks Corporation. License: All Rights Reserved.

    One of my favorite brand identities ever was the original Tazo line, designed in 1994 by Sandstrom Partners. Starbucks purchased Tazo in 1999 and did a full, in-house rebrand that was launched in 2013.

    The newer look is minimal and modern, optimized for shelf visibility. The crossbar through the Z nods to the original design, though most of the mystical quality of the original Tazo design is gone. Still, a lovely and enduring approach that still feels more poetic than generic.

    The Dieline has additional information.

    Tazo identity and packaging 2
    Starbucks Corporation. License: All Rights Reserved.
    Tazo identity and packaging 3
    Source: http://Tazo.com Starbucks Corporation. License: All Rights Reserved.
    Tazo identity and packaging 4
    Source: http://tazo.com Starbucks Corporation. License: All Rights Reserved.

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