Whereas tea was originally prescribed as a medicinal drink in China, drinking tea has changed into a habit. Today, tea is a consumer good that comes in many different flavours. However, most people’s understanding of tea is limited to bubble teashops without knowing about the feeling of relaxation and well-being that high-quality tea can provide. Therefore, the project “Taste Great Tea” highlights the advanced culture of tea for the purpose of promoting the Qui Mei Tea Farm by creating a new packaging design, brand name and brand image. It was the aim of the rebranding to raise awareness of the qualities of natural, organic tea and to arouse the interest of a younger target group in the pleasures of drinking tea. Plain landscapes, drawn with a childlike attitude on the various, highly detailed and elaborately folded packages of both loose tea leaves and tea bags, illustrate how and where the plants are cultivated in order to link the high quality of this natural product to an equally natural brand appeal.
[Red Dot: Junior Award]
Ching-Li Lin, Jui-Chun Hung
Lan Qin, Xuan-Ya Huang, Min-Yi Lin, Ya-Jing Lu, Hao-Tong Lam, Chaoyang University of Technology
Chaoyang University of Technology, Taichung City
Statement by the Jury
Plain and lovingly crafted illustrations, an original package design and a consistent implementation across various media – these are the outstanding characteristics that qualify this brand design. The message of conveying the high quality of the different tea flavours by this company as well as the natural cultivation of the tea plants is thus communicated in a consistent and harmonious manner.
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