Tazo Tea Packaging Extension

This project required designing a trio of packaging concepts that seamlessly align with Tazo’s existing brand identity while introducing a new flavor line with a fresh, fruity essence. Each design needed to maintain visual cohesion across the series, yet allow individual flavors to stand out. 

Package Design | ILLUSTRATION & Visual Motifs

Oct 2024 - Dec 2024

Color gradient to match tea flavor
Detailed visuals used as another way to showcase flavors

Process: To address these challenges, this design focused on amplifying storytelling of the flavors through bold visuals and layered symbolism. Design Approach:

  • Typography, color, and illustration differentiated flavors while evoking sensory and emotional cues
  • Layout refined for hierarchy and clarity
  • Stands out from afar, remains legible and inviting up close

Process of adding gold foil accents and creating physical mockups.

Final Outcome

  • Floral die cuts symbolize freshness
  • Gold accents convey refinement and premium quality
  • Balanced unity and distinction
  • A fluid, story‑driven extension of the Tazo brand
Mockups

Results:
The final design balanced brand heritage with visual innovation, enhancing shelf appeal and flavor clarity. Informal testing showed stronger recognition, emotional engagement, and audience connection. This project proved that strategic design can elevate perception, even within packaging constraints.

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