An independent archive of typography.
Topics
Formats
Typefaces

Tazo identity and packaging

Contributed by Barry Parker on Dec 3rd, 2016. Artwork published in .
Tazo identity and packaging 1
Source: 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: Tazo.com Starbucks Corporation. License: All Rights Reserved.
Tazo identity and packaging 4
Source: tazo.com Starbucks Corporation. License: All Rights Reserved.

Typefaces

  • PMN Caecilia
  • Futura
  • Gotham

Formats

Topics

Designers/Agencies

Artwork location

Post a comment