King of Tea

King of Tea, a medium-and high-end sugar-free tea under Uni-President. Recently, it coopereated the live performance "Impression of Red Robe Tea" directed by Chinese national treasure director——Zhang Yimou, and launched a limited flavor-Green mandarin Red Robe Tea. And our task is designing a new package for it.



As the consumers of brand are typical urban white-collar workers in high-line cities with strong health awareness and general cultural confidence, we make lots of research and finally choose to integrate the tea culture behind Wuyi Mountain and Impression of Red Robe Tea, which aims to take advantage of the joint name information to deliver Chinese traditional tea culture into the consumer circle.



For this design, team came to Mountain Wuyi to explore the so-called "King of rock tea" Red Robe Tea. And extracted the word "red" from Impression of Red Robe Tea, merged it with the image of tea pickers in tea culture, and decorated the earrings with the appearance of the green mandarin, while adding dark lines in the shape of tea to the font.



Finally, the profound Chinese tea culture is presented on the packaging, which perfectly interprets a collision between traditional tea and innovative flavor.