Tazo Tea's Slogans & Taglines

Tazo is a dedicated alchemist of botanical mystique, New Age storytelling, and the quiet revolution of transforming a Ziploc bag of tea into a global covenant of artfully blended consciousness, built on a pioneering Pacific Northwest heritage that treats the ritual of brewing not as a mundane beverage transaction, but as a vital portal to ancient wisdom and sensory awakening. Born in 1994 when Steven Smith and Steve Lee walked into a Portland branding studio with a plastic bag of leaves and a brief to conjure "Marco Polo meets Merlin," the brand ignited its ascent with the audacious declaration "The Reincarnation of Tea," packaging its blends in boxes blessed by a fictional certified tea shaman and weaving lore of a Tazo Stone unearthed near the Red Sea. Its portfolio spans the Zen green tea infusion, the bold Awake English Breakfast, and the hibiscus-drenched Passion, each blend named not for ingredients but for states of being. Acquired by Starbucks in 1999 and later by Unilever in 2017, Tazo's voice evolved from mystical whimsy to the refined assurance "Artfully blended," a three-decade covenant that every cup is both a geography lesson and a spell.