Tazo is known for their slogan of “embracing the unexpected” and for taking pride in their ingredients and the source of where they originate from. I wanted to take these concepts into account when designing a refreshed version of their packaging and to create something that stood out from the rest. Amidst my research, I noticed a lot of literal interpretations and representations of the product and its ingredients (even amongst competitors) and thought this trope seemed overdone. The goal was to design packaging that focused on the “organic” and earthy qualities Tazo emphasized on their site (such as their ingredients, and sustainability of their tea making process) and humanist qualities and create something that reflected that more than their current packaging. The typeface Aesthet Nova seemed like the perfect match of the two. A large driving factor behind the design was the form of tea itself in motion; the liquid qualities and shapes that it created when it was poured. It was these movements and observations that helped inspire the cascading, kinetic type design that display each flavor. The hues chosen for the packaging also reflect the hues from the tea, and it’s natural, down-to-earth ingredients in a way that aims to be more conceptual rather than literal.