“MOLLY TEA“ Brand Packaging Design

1.Project Situation

Molly Tea, a milk tea brand founded in Shenzhen in 2021, focuses on the R&D and production of jasmine-based tea drinks. The brand pattern we created for its new visual positioning has been widely applied to various packaging materials. It not only marks the start of our cooperation but also serves as a key identifier for Molly Tea to reshape its "Modern Oriental" new image.



2.Design Ideas

During this brand upgrade, we abandoned the overused "Guochao Style" in the market and turned to the more inclusive and international "Modern Oriental" theme. By integrating oriental culture with modern elements, we aim to arouse consumers' cultural confidence, reach an emotional resonance, and enhance the brand's social and spreading attributes when they enjoy the tea drinks. The pattern is inspired by classical patterns. We studied historical ornaments thoroughly and integrated them with tea culture. In the design process, we simplified concrete cultural elements into geometric shapes, such as tea utensils and jasmine, with impactful and coordinated color combinations and neat layouts. The graphic elements intertwine and collide to form a set of patterns with both classical beauty and modern sense, constituting the brand's unique visual identification system. The individual elements can also be separated for design assistance in different scenarios, showing great flexibility.



3.Design Highlights

In this project, we adopted the rarely seen modern style in the tea-drinking track and derived this unique set of patterns. It not only catches consumers' eyes when they see the packaging but also makes Molly Tea stand out in the market. The precipitation of brand assets has laid a solid foundation for Molly Tea's store expansion both nationally and internationally. Currently, this set of patterns has been widely used in packaging and other materials, initially shaping a unique brand impression and receiving excellent responses in the market. With the continuous support of this upgrade, Molly Tea has rapidly grown from over 20 stores initially to 1000 stores now, winning widespread popularity among people inside and outside the industry.