Revolutionizing Beverage Packaging: Tazo Refresh

PepsiCo Design and Innovation's Award-Winning Approach to Beverage Design

The Tazo Refresh line is a new range of ready-to-drink premium iced teas based on Tazo's iconic flavors: Zen, Awake, and Passion. These beverages contain no artificial colors or sweeteners and are certified organic. They are available in 12 oz single-serve and 42 oz multi-serve bottles, made from 100% post-consumer plastic. The dynamic composition, bold colors, and editorial attitude of the packaging design establish a strong and iconic brand positioning.

What sets Tazo Refresh apart is its unique blend of refreshing and artful flavors. The design team aimed to visually articulate this fresh flavor expression on the shelf. The design caters to Tazo's existing consumers while also attracting a new, more adventurous audience. The transition from the brand's previous sophisticated visual expression to a fresh, bold color palette alongside a clean white background cuts through the noise in the tea category.

As a testament to its innovative design, Tazo Refresh was awarded the Silver A' Packaging Design Award in 2021. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. Designs that win this award are admired for their strong technical characteristics and splendid artistic skill, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.

The success of Tazo Refresh is a testament to the power of innovative design in the beverage industry. By focusing on the unique properties of the product and the brand's identity, PepsiCo Design and Innovation has created a packaging design that not only stands out on the shelf but also resonates with consumers. This approach to design is a powerful tool for brands looking to differentiate themselves in a crowded market.

In conclusion, Tazo Refresh's innovative packaging design, which won the Silver A' Packaging Design Award, is a shining example of how thoughtful design can enhance a product's appeal and resonate with consumers. It's a testament to the power of design in the beverage industry and a model for other brands to follow.