Country
中国(China)
Official website
www.chali.com
Company Introduction
CHALI was founded in August 2013 and is headquartered in Guangzhou. CHALI is a high-end tea brand and also a professional tea service provider in China. The original leaf triangle tea bag is the hero product. With its full channel marketing strategy, CHALI has established strong brand awareness and influence power in market . It’s already becoming a benchmark for China's tea new retail industry.
Images
Brand Name
CHALI
Designer Name
无
Position of Designer
无
Target Group
Like to drink tea drinks, general fruit tea and milk tea can not meet the demand; keen DIY mixing of various drinks, to be versatile enough fun; love to drink flower tea and fruit tea, but afraid of high sugar is not healthy.
Major sales
电商 E-commerce; 小型商超和便利店 Supermarket & CVS
Positioning
大货 Mass Production
Design Story
There are 3 flavors in the whole series, including peach oolong tea, litchi black tea, and jasmine tea. The outer box uses pvc transparent film to form the dynamic of the fruit and flower in the cup, and makes the packaging more youthful and vibrant through the contrasting color design, and the side pull structure gives consumers a different open-box experience.
Highlights
The side pull structure, when opening the box is like opening a fan, which is more ceremonial. The inner pocket just a piece of flake, that is collapsible and more convenient to carry.
Market Performance
无
Material
PET塑料 PET material; 纸质 Paper
Craft
The freeze-dried tea powder carton adopts the printing method of lithographic offset printing, and adds high sun-resistant soybean environmental protection ink to make the printing picture clear and full of layers. The BOPP matte film is then covered on the surface of the carton by hot pressing, so as to protect and increase the matte feeling of the overall picture. Finally, the brand logo adopts the gilding process, and the metallic luster of the gilded paper makes the visual effect of the entire brand name more prominent. The inner bag adopts traditional gravure printing, and a layer of dumb oil is passed on the bright pet, so that the overall printing picture has a more matte texture, and then it is cut into a special shape by compound curing.
Does the design solve the problems that are common across the product category?
Most of the tea powder product packaging on the market uses canned design, which is inconvenient to carry, and our product uses a thin sheet inner bag design, which can be folded and more portable.
What functional designs of the work have enhanced the user experience?
Freeze-dried tea powder through the inner box + outer box combination of structure, the semi-fan inner box from the side of the outer box spun out, the outer box inside the top entrance set up a card position fixed half-fan inner box, when the box is half open, consumers can also take the tea bag normally. It can not only increase the three-dimensional sense of the whole box, but also change the previous box to open in order to take the tea bag experience. The middle of the outer box is designed as an open window (cup-shaped window), the window is printed with APET transparent film with pictures and texts, whether the whole box is opened or closed, the outer box window, film graphics and inner box graphics will be combined into a new picture, the layers are clear, giving consumption a different sense of picture experience.
Did the design help increase the sales performance of the product?
Due to the exquisite design and innovation of tea powder products, it has become one of the customized products of CVS channels.
Does the work consider sustainability (environmentally or commercially, or both)?
The ink is selected of highly resistant soybean environmental protection ink.