Taza
Taza Coffee Brand Creation
For this project, we were tasked with selecting an existing product category and developing a new brand name, brand identity, and packaging graphics for a hypothetical product line within that category. The challenge was not to create a new product, but rather to select an existing product and create a new brand that could compete with established brands in the market. We chose the coffee category and focused on developing a new brand that would stand out against competitors such as Starbucks, Nescafé, and Folgers.
Our team created a coffee brand called Taza, which offers a range of instant coffee sachets. We developed three distinct SKUs (varieties) for Taza: South Indian Roast, Turkish Coffee, and Vietnamese Coffee.
We brainstormed various names that would resonate with coffee enthusiasts and reflect the cultural richness of our coffee varieties. "Taza," meaning "fresh" in several languages, was chosen to convey the idea of freshness and authenticity.
The packaging graphics were designed to be visually striking and informative, highlighting the unique selling points of each coffee variety. This included details about the origin, flavor profile, and brewing instructions.
Taza was positioned as a premium yet accessible brand, offering high-quality instant coffee that brings the authentic taste of different coffee cultures to the consumer's cup.
