Tazo Drops the Gothic Act

Established in 1994 as an independent company and purchased by Starbucks in 1999, Tazo makes tea products and markets them as if tea were a higher calling. (I’m not knocking it, that’s just the way they do it — example of copywriting: “We experience the goodness of the leaves with all our senses, but most of all with our imaginations.”) Back in November new packaging started to appear in grocery stores and Starbucks and with the opening of the first Tazo store at University Village in Seattle a whole new identity has been introduced. No press release issue or design credit given. My guess is that it was internal, since Starbucks has such a strong in-house team. All the images below have been cobbled together from around the internet so it’s a little hodg