Four Tea
Branding & Packaging Deisgn
Young people have become the main group of tea sales. More and more young people like to drink tea in a fast-paced life. In order to let them drink tea more quickly and conveniently and make them feel comfortable under work pressure, Four Tea will make tea drinks and tea bags for them, allowing them to drink tea at any time at different times to relieve their discomfort.
The complete process is at the bottom.
In 2021, the proportion of Chinese young people (19-25 years old) drinking tea will be 88%. More and more young people start to like tea, but they do not necessarily drink pure tea, but more milk tea or tea-containing beverages. Young people don't have much time to do a complete tea ceremony, so they prefer to choose a quick way to drink tea (similar to Starbucks, it takes a while to get it). And more and more people drink tea to relieve stress and make their bodies healthier.
According to the above two points. I have set goals for my own brand. My brand gathers four famous Chinese teas and sells them in the form of tea drinks and tea bags to make health-care teas. The quickness of tea beverages, zero sugar, and zero calories, are more suitable for office workers who rush to work in the morning and don't have time to queue for tea. Teabags are used at afternoon tea time. According to different groups of people, it appears in different packaging forms. The combination of tea beverages and tea bags with special formulas will make consumers healthier and relieve fatigue. At the same time, consumers will be more aware of what kind of tea they are suitable for. The patterns and information let them know the efficacy and origin of different teas, and learn the greatness of their own country's teas while enjoying the teas.
In 2021, the age group with the highest acceptance of new tea forms is 19-40 years old, with an average acceptance of more than 88.0%.
Young consumers generally have a high degree of acceptance of new style of tea, especially the post-80s/90s consumers. These people are mainly office workers, and their demand for tea drinks is more quick and convenient. They do not want to spend too much time in the process of making tea, so they have a higher acceptance of new forms of tea drinks.
The survey found that green and black tea was the most popular, and the proportion of yellow and white tea was very low.
The process of making tea is very complicated. It will take a long time. In a fast-paced life, especially for young people and working people, they don't have much time to spend in the process of making tea.
Even in China, there are a large number of fast-drinking tea shops like Starbucks. You need a mobile order or purchase in the store. You may have to wait a long time to get your order. Just like in the picture, you may need to line up.
Pain Point
1. Yellow tea and white tea are seldom known because of their origin.
2. The lack of faster tea drinks, usually requires waiting time to make in store.
3. Business people are stressed and have endocrine disorders.
4. Lack of understanding of the effects of tea.
5. A large part of the market needs to make their own tea, their packaging is very classical, not popular with young people.
Audience
20 – 35 years old.
People who often work overtime and are busy with their work.
Problem in Packaging
In the tea market, classical packaging design seems to be a trend, and the proportion of young people drinking tea is increasing, but the sales of traditional tea are declining, a large part of reason is that packaging is becoming less and less popular among young people. These packages usually give people a feeling of too heavy, packaging needs vitality.
Project Goal
First of all, in order to provide a faster way to drink tea for office workers with a fast-paced lifestyle. Secondly, let people know more about yellow tea and white tea through design. At the same time, let people have a certain understanding of the efficacy of tea so as to know what tea they should drink in what state. Through the redesign, let the packaging more loved by young relatives.
Goal 1: Design an exciting tea box package.
Goal 2: Design a can tea beverage package.
Goal 3: Design content cards to introduce the benefits of tea.
I use Four kinds of Chinese Tea, hence the name Four Tea. Chinese characters are combined with numbers and English is used at the bottom to form the brand mark.
The four types of tea come from four different cities in China. The illustrations are drawn based on the characteristics of each city. When consumers see the illustrations, they can tell where the tea comes from. At the same time, the main color of each illustration matches the color of the tea leaves.
The quick-style tea beverage is packaged in a can. In the upper part of the package, the rising sun is the background, giving people a good mood visually. The pattern is the characteristics and architecture of the place where the four tea leaves come from, and the color matches the color of the tea. In the lower part of the package is a number "0" written with a brush, which represents 0 calories and 0 sugar.
The packaging of afternoon tea is designed in the form of a paper box. The color of the whole package is designed according to the type of tea. There are fruit illustrations on the front to indicate the type of tea combination. On the side is the knowledge of tea, telling consumers what the effects of this tea are, and what are the benefits for your body, and at the same time introducing which city in China this type of tea comes from.
In the tea box, there is a card about the efficacy of this flavored tea. It will tell customers the benefits of this tea to the body so that people can more clearly understand the benefits of different teas. Choose the right tea under different physical conditions.
