Repackaging Tazo Tea

While in Target this weekend getting some shopping done I noticed that Tazo Tea is doing a bit of a makeover on its products:

Tea for you.

Tea for you.

The one on the right has the old look. The buff colored package, the decorative font and the lined border always invoked an image of minarets and Middle Eastern architecture. Even though it’s owned by Starbucks and can be purchased in … well … Target, Tazo’s packaging made you think you were drinking something exotic.

The package on the left is the new look. This screams “day spa for ladies who lunch.” The box is white like a terrycloth bathrobe and the logo has lost its serifs. Even the poor O was stripped of the compass rose lines. And the food stylist worked overtime on the ingredients.

I’m not a tea snob aficionado by any stretch, but this minimalist look makes as much impact on the shelf as a thrice-used teabag does in a cup of cold water.

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