Chelsea Tang and Renee Chang | Environments Studio III

<aside> 💡 How can we create a pop-up experience that expresses the essence of Tazo to create interest and affinity in the brand and consider’s the target audience’s emotions, motivations, and impulses that influence consumer decision-making.

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To start off, we thought back to our research on Tazo’s brand to understand main points of insight to address in the pop-up experience.

We thought about different overall concepts that would be able to incorporate these insights within the pop-up.

Tazo has been through several rebrandings, and their concept has adjusted slightly from a more luxurious and high-end feeling to a relaxed, fun, and adventurous energy. To address these changes in their branding, we created three mood boards that range on the spectrum of their branding.

Mood boards

Ideation of concept ideas while creating the mood boards:

• Funky trendy & Custom making tea (from choosing a fruit/dessert)
• Quiz (personality or tastes) and tea result, maybe a more interactive version (taking objects and moving them around)
• Vending machines?
• Environmental, nature & Showing the process of how the tea is made
• Green house
• Both Funky and trendy and environmental
• Cafe vibes: Tazo but new and fun “tea party” (maybe have food and have it be more fun and funky)

Early ideation sketches of the layout and exploring the flavor quiz concept—an idea that would later be scrapped

Sketches of a table top storytelling experience that would showcase Tazo’s sustainability.

Comments on interaction concepts and visuals:

• Flavor bar is nice
• Blend the customization part with the cafe idea
• Fast paced idea doesn’t really match with tea
• Subtly tell the stories from the third concept to the second concept