Country

中国(China)

Official website

www.designbakery.cn

Images

Brand Name

PUYU

Designer Name

Andrew Zhai

Position of Designer

CD

Target Group

Generation Z young consumers, post-90s and post-95s, urban white-collar, 70% female

Major sales

电商 E-commerce; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 其他销售渠道 微商

Positioning

大货 Mass Production

Design Story

Such Tea Such View, Oriental cCharm and Modern Aesthetics. The packaging design of freeze-dried tea powder, through the different "vegetation" shapes of tea powder capsules, forms an overall natural landscape concept, allowing consumers to associate the product with the origin of tea. The oriental aesthetics pay attention to artistic conception, and the packaging design presents the charm of oriental artistic conception while conforming to the aesthetic preferences of young people. The overall colors of the packaging correspond to the different tastes of tea, and shapes the overall "landscape" rich in layers, reflecting the changes of four seasons. The design embodies the product’s unique concept of combining Chinese and Western cultures, that is, while respecting the original taste of tea, the product innovates in the extraction process of tea, making it easy and convenient to enjoy. The packaging is made of recyclable materials, and the shapes of different capsules use shared modules, making the packaging more environmentally friendly.

Highlights

Breaking the traditional single-shape packaging of instant drinks, visually interpreting the overall concept of the product. While the packaging design is rich in styles, fully considering packaging costs, modular design is adopted to improve product environmental protection attributes and reduce excessive packaging.

Market Performance

N/A

Material

PET塑料 PET material

Craft

Freeze-dried tea powder, PET Packaging