TAZO Tea Box Packaging Redesign
The concept of this project was to explore the idea of creating rhetorical context using raw materials for texture. The use of real fruits and herbs such as mint, oranges, cinnamon, and berries helped create a very organic texture to the design. The abstract flower like imagery was created with the raw materials to show the idea that all tea ingredients start off as organic flowers or plants to give a more natural and clean look to the packaging. The use of Proxima Nova was chosen for the typeface of this project because of the wide range of condensed and weight options it provided, This helped aid the creation of hierarchy amongst the text of the packaging. Through research of tea box shelf presents in stores, one thing that was working for this brand previously was the use of white space along the packaging. With that finding, it was relayed onto my design, opacity reduction was also used to highlight more of the white space amongst the packaging to help brighten the white space around the design.
Mood Board
Material Exploration - Juniper Mint Honey
Material Exploration - Wild Sweet Orange
Material Exploration - Sweet Cinnamon Spice
Box Iterations
Template Layout
Final TAZO Tea Box
