Country
中国(China)
Official website
http://www.lkkbrand.com/
Images
Brand Name
无
Designer Name
Jingnan Lu、Nan Chen、Yishu Huang
Position of Designer
Visual designer、Project manager、Project director
Target Group
For new middle-class people who pay attention to product quality and aesthetics of appearance, this product can satisfy their needs in gift-giving scenarios. “Mingtian Gonghao” gives wonderful yearning and blessing for a “better tomorrow”, and satisfies the position of souvenir.
Major sales
电商 E-commerce; 大型商场 Shopping Mall
Positioning
礼品 Gift
Design Story
Wu Yutai is a time-honored Chinese brand born in old Beijing. It has been deeply ploughing the field of “jasmine tea” and has a very strong influence in sub-categories. By taking “making good tea that ordinary people can afford” as its mission, it has built a “conscientious” brand with super-high cost performance among the vast majority of consumers. However, if the products brought about by consumption upgrade just focus on quality and cost performance, etc., it would be hard for them to effectively communicate with young consumers. Therefore, customers hope that LKK can help the brand create a gift that can represent the aesthetics of high-end users and the life sentiment of petty bourgeoisie, and realize the shift from price consumption to value consumption.
Highlights
In the design of the outer box, our creates a surprise for users. The picture on the outer box can be changed by pulling. The authentic tea-making scene of “Mingtian Gonghao” is shited to a modern bustling street with “better tomorrow”, which increases the fun and interactivity of package. At the same time, the comparison between traditional tea making and modern tea drinking, the comparison between layers of tea mountains and forest of high-rises, and the comparison between traditional culture and modern trends increase the impact and sense of immersion of the picture. The shape of the inner can proceeds from the concept of round sky and square earth, that is, the concept of one yin and one yang, which echoes the one tradition and one modernity on the outer box. At the same time, the Temple of Heaven and the Temple of Earth in Beijing were built based on the concept of round sky and square earth, which implies the profound historical deposits and accumulation of Wu Yutai in the era of old Beijing. In order to put the design into reality, we adopt the way of sheathing cans, which not only satisfies the expression of differentiated silhouettes, but also ensures the airtightness of tea leaves.
Market Performance
The sales volume is nearly 4 million within two months after the product is listed. Due to the limited production of tea leaves, they are in short supply now.
Material
其他
Craft
Outer box: gray paperboard pasted with special paper+ gilding process Inner can: tinplate + PET plastic
Does the design solve the problems that are common across the product category?
The tea is a product category that needs to be preserved in a dry and dark state. How to guarantee the airtightness of package in design is a problem that screams for attention. Common packages on the market are first packaged into plastic bags and then put into a container, which makes the user experience poor. We adopt the way of sheathing cans, that is, to directly can tea in the container and satisfy the airtightness, and the tea can be taken out simply by opening the can, which makes the user experience more convenient.
What functional designs of the work have enhanced the user experience?
The picture on the outer box can be changed by pulling. The authentic tea-making scene of “Mingtian Gonghao” is switched to modern bustling streets showing “better tomorrow”, which increases the fun and interactivity of package. The tea is a product with strong social attributes, and many users buy it as gift, so that users who receive gifts can obtain a sense of surprise and ceremony, and receive good wishes.
Does the work consider sustainability (environmentally or commercially, or both)?
We advocate reusing the inner can for many times. Nowadays, many businessmen need to take tea with them on business trips. A small exquisite can meet customers’ demand for tea while going on short-term business trips. This is also a secondary communication of the brands.
Additional Materials