Tazo Tea

The rebrand and redesign of Tazo Tea’s Giant Peach centers around an imaginative and whimsical concept: a fictional character who founds a religion devoted to the worship of fruit. This concept infuses the packaging with a sense of reverence and storytelling, elevating a simple tea into something almost sacred. Inspired by religious art, particularly stained glass windows and ornate carvings, the new visual identity features bold, intricate illustrations that echo the grandeur of sacred iconography. The packaging redesign includes a completely reimagined bottle, featuring a black matte finish that contrasts beautifully with the vibrant, stained-glass-style label. The imagery highlights a luscious peach at the center, framed by flowing organic shapes in soft yet striking colors, evoking a sense of movement and vitality. The accompanying box extends this theme, presenting a dreamlike landscape where the golden light of the sun bathes the scenery in warmth. Gold typography adds an air of mysticism, with phrases like "Let the Phala Enlighten You" reinforcing the spiritual and ritualistic essence of the brand’s new identity. Beyond aesthetics, this redesign transforms Giant Peach into an immersive experience, more than just a beverage, it becomes part of a narrative, an invitation to embrace the fruit’s divine essence. The goal was to craft a design that captures both a sense of luxury and playfulness, making the tea feel like a sacred offering to those who indulge in it.

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