Type of applicant company
设计机构
Country
中国
Company Website
www.sparkad.cn
Images
Brand of the Product
Uni-president the king of tea
Designer Name
Gavin Wang、Crystal Wang、Wenny Hu
Position of Designer
无
Target Consumer
As a mid-to-high-end unsweetened tea drink, the king of tea targeted consumer group is typical urban white-collar workers in first-tier cities, who have strong health awareness and generally have cultural confidence.
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
限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition
Design Story
The king of tea cooperated with the large-scale landscape performance "Impression of the Red Robe" for co-branding, and took this opportunity to launch a limited flavor - Green Tangerine Big Red Robe, which is a collision between tradition and innovation. At the same time, for the SPARK, the packaging design for the brand new flavor is an exploration and mining of tea culture.
As one of the Impression trilogy films directed by Zhang Yimou, "Impression of the Red Robe" strong surreal style reinterpreted Wuyi Mountain tea culture, subverted traditional performance styles and delivered astonishing cultural experiences, giving "Big Red Robe" an innovative visual symbol, which was also an important starting point for this design.
By digging into the product itself, Wuyi Mountain Red Robe, which is known as the "King of Tea", naturally matches the quality of "King" in the king of tea itself, and it represents more of a traditional tea cultural heritage that has been precipitated over time.
Highlights
We extracted the word "red" from performance, merged it with the image of tea pickers in tea culture, and decorated the earrings with the appearance of the green mandarin, while adding dark lines in the shape of tea to the font.
Finally, the profound Chinese tea culture is presented on the packaging, which perfectly interprets a collision between traditional tea and innovative flavor.
Market Performance
无
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
The printing uses gold printing technique.
Does the design solve the problems that are common across the product category? If so, please explain.
无
What functional designs of the work have enhanced the user experience?
无
Did the design help increase the sales performance of the product? If so, please give related evidence.
无
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
无