Country
中国(China)
Official website
www.rddesign.cc
Company Introduction
Hangzhou RE&DER DESIGN Co., Ltd. (stock abbreviation: RE&DER DESIGN, stock code: 831248) founded in 1999, is a national industrial design center, national high-tech enterprise, Vice president of China Industrial Design Association, which has won more than 100 international design awards such as "Red Dot Award", "iF Design Award" and "IDEA Award". RE&DER DESIGN in product design, space design, brand planning design as the innovation engine, take "DESIGN IS ONE" as the mission. The successful completion of the over 2000 super cases, for customers to create the social value of more than 3000 hundred million yuan, with the super design detonating commercial future.
Images
Brand Name
EFUTON
Designer Name
Yu Liu、Guodong Jiang
Position of Designer
Design Director
Client
Hangzhou Efuton Tea Co., Ltd.
Target Group
Young people who pursue healthy lifestyle, taste new things and love fashion design style
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 其他销售渠道 2022年杭州亚运会官方渠道
Positioning
限量款/联名款 Limited Edition/IP Collaboration
Design Story
Tea culture is traditional Chinese culture, but most of the traditional tea making methods are complicated and not easy to carry and use, which does not conform to the consumption psychology and lifestyle of young consumers. Young people prefer simple and convenient brewing methods and relaxed tea drinking experience. Meanwhile, compared with traditional tea drinkers, they attach great importance to product appearance and are often attracted by packaging with high appearance level. Fashionable and interesting design style has become an important reference for young people to choose their consumption. With innovative product definition, fashionable and portable packaging, appetitive colors, interesting interaction and recyclable concept, EFUTON "ten consecutive championships" jenga tea has quickly become a new choice for many young consumers to buy tea, helping the brand to become younger and break the circle. This type of packaging as The 19th Asian Games Hangzhou 2022 officially designated tea, through the design language to help the Asian Games, spread the charm of Chinese tea, but also to meet the young consumer crowd enthusiastic IP, co-branded consumer psychology.
Highlights
1. It is composed of 10 independent small round tea pots, which are compact and portable, and can be stacked with building blocks between the pots, so that it is very interactive and interesting; 2. Joint name with The 19th Asian Games Hangzhou 2022, fusion of "pot" and "crown" homonym, every 10 cans connected into a group, meaning the event award "ten consecutive crowns", with emotional design language blessing athletes; 3. Different tea flavors are matched with the corresponding Asian Games colors to form a rainbow color package full of appetite; 4. The packaging is made of food-grade PP plastic, which can be repeatedly filled with tea by screwing the lid, and can also be stored and decorated to help with environmental protection.
Market Performance
As a new young product line of Efuton, EFUTON "ten consecutive championships" jenga tea was selected as the official designated tea of The 19th Asian Games Hangzhou 2022 and won many design and brand awards.
Material
PET塑料 PET material
Craft
The tea packaging is made of food-grade PP plastic, the cans can be stacked and connected, which is easy to carry out and social interaction, and can be reused by screwing the lid, which can be used for tea or food portable packaging, as well as daily small items storage, etc., to help with environmental protection.
Does the design solve the problems that are common across the product category?
Traditional tea products are not easy to carry and use, do not conform to the consumer psychology and lifestyle of young consumers. The portable single-pot design of EFUTON "ten consecutive championships" jenga tea is small and cute, which can meet the standard of single brewing and better meet the demand of tea lovers to drink out and share tea with friends. At the same time, many new tea drinks packaged in single cans will also cause waste after being used. The recyclable design of the product not only conforms to the concept of environmental protection, but also deepens the brand's imprint in the hearts of consumers through the daily reuse of the product.
What functional designs of the work have enhanced the user experience?
EFUTON "ten consecutive championships" jenga tea is composed of 10 independent small round pots of single tea, one pot for one bubble, small and portable, to meet the needs of consumers to go out, travel, and sharing. Meanwhile, the pots can be stacked with building blocks, free assembly, free collocation, extremely interactive and interesting, more can be used for tea, storage, decoration, play, multiple uses, multiple fun.
Did the design help increase the sales performance of the product?
As a new young product line of Efuton, EFUTON "ten consecutive championships" jenga tea became the official designated tea for The 19th Asian Games Hangzhou 2022 when it was launched and won a number of awards, which helped Efuton brand rejuvenation strategy and made it one of the few brands in China's tea industry with annual sales over 300 million. It has also become one of the top 100 enterprises with comprehensive strength in China's tea industry, the world's top 10 online merchants, and the leading brand of Internet tea.
Does the work consider sustainability (environmentally or commercially, or both)?
EFUTON "ten consecutive championships" jenga tea packaging uses the food grade PP plastic, threaded tight lid reusable, portable follow-up may continue to do the tea or food packaging, to meet the needs of consumers to go out, travel, and sharing, also can be used for receiving, decoration, such as play multiple purposes, to meet the concept of environmental protection at the same time, also by product in the daily use again, Deepen the brand in the hearts of consumers.
Additional Materials