Type of applicant company
品牌方
Country
中国
Company Website
https://www.szeastroc.com/
Images
Brand of the Product
PENG YOU SHANG CHA
Designer Name
KL&K Design
Position of Designer
Design Director、designer
Target Consumer
Targeting 18-35 year old college students and young white-collar workers, to meet the needs of healthy thirst quenching in different scenarios such as office and study.
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Positioning
大货消费品 Mass Production
Design Story
Wu long Shang cha is the first "sugar free tea beverage" launched by EASTROC BEVERAGE GROUP CO.,LTD.. It is named "Shang cha" to represent "superior tea" and has the meaning of ancient Chinese tea culture. The bottle design is also inspired by Chinese tea culture. Breaking away from the traditional approach of amplifying brands, the product category is highlighted and enlarged, adopting a proper clerical script. Through visual contrast with black letters on a white background, the product name is clear and eye-catching, and flavor information is prioritized. The bottle body is composed of two parts, the upper part is surrounded by bottle stickers, and a layered landscape is outlined through line textures, expressing the artistic conception of drinking tea. The form of the lines is simple and modern, fashionable and generous. The landscape stripes flow downstream and continue to the lower part of the teacup, inspired by the rainbow shaped glass teacup commonly used by urban young people, cleverly combining concepts. The overall style is fresh and simple, which not only promotes the brand's youthful and lightweight tea drinking, but also conveys to young people that they can have their own way of drinking tea.
Highlights
The unique bottle design makes the appearance, texture, and touch of the product bottle closer to the tea cup, giving consumers a sense of ritual when enjoying the tea cup. And the unique porcelain white label makes the product appear as delicate and shiny as ceramics, better covering the color of the tea soup. The simple and atmospheric calligraphy font of "Oolong Tea" echoes the traditional Chinese tea drinking culture, endowing the product with more cultural heritage and value associations.
Market Performance
WU LONG SHANG CHA has comprehensively laid out modern channels, traditional channels, and online channels. Since its official launch in August, the market has received good feedback, with a peak daily sales of 7000 boxes. Consumers have a high recognition of taste and packaging, and more than 80% of them are willing to repurchase. In the convenience system trial sales, the average daily sales per store are 0.7 bottles
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
This product adopts high-temperature, short-term, and closed extraction technology, selects the first tea soup, and quickly filters and cools after extraction, retaining the fragrance and long-lasting rock fragrance; Static centrifugation followed by fine filtration to remove sediment and reduce clarified tea soup. The tea has a strong flavor, as if freshly brewed. Currently widely used.