What if?

Could Tazo successfully reposition itself after Starbucks’ purchase of Tevana, and develop a solid product pipeline that realized the reposition?

Results

Using their new brand promise as inspiration, we designed an innovation journey to build a roadmap for product innovation at Tazo. Looking at market trends and competitive brands and mining the creative minds of their own team, we explored innovation territories rooted in the new brand work. From these territories, we narrowed to product concepts that were then tested with consumers both qualitatively and quantitatively. The end result was a range of short- and medium-term platforms and a range of opportunities that they’ll continue to explore for longer term growth. Tazo is primed to do big things now and well into the future.

“Working with the Bulldog team allowed us to explore our past in order to take a fresh look at our future.”

– Sarah Conklin, Director Tea

What I did:

• Executive team alignment 

• Team facilitation and alignment

• Vision formation

• Consumer research design and analysis 

• Brand platform development

• Product extension 

• Product concept development 

• Brand architecture strategy 

Partners:

• Design / Bulldog Drummond

• Research / Alternate Routes

• Work done at Bulldog Drummond