As someone who checks out the tea section of the store fairly regularly, this change in logo is a bit of a shocker. I understand and agree with all the reasons for the change … but the old logo (no matter how … odd) was iconic almost in and of itself.
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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 fi…
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I love Tazo Zen Green Tea (as much as I could love tea, being a coffee drinker), but frankly, I’m not impressed with the new box. I liked the old one and I liked the old logo. Ah well, as long as they don’t change the tea.
Takes talent to turn a distinctive logo into something generic. But although I’m a tea drinker, I don’t buy their tea anyway. Overpriced (like Starbucks) and they seem to have the same relationship to cinnamon that Celestial Seasonings has to rosehips.
eBay changed their corporate sign/logo at the eBay campus, too, to something more staid, darn it.