Type of applicant company

设计机构

Country

中国

Company Website

www.sparkad.cn

Images

Brand of the Product

Uni-president CiTea Milk tea

Designer Name

Gavin Wang、Kelly Chen、Crystal Wang、 Wen Cai、Wenny Hu

Position of Designer

无

Target Consumer

The new generation of students and young people,they know how to fully enjoy life and please themselves in their spare time from busy work 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

By observing the changes in tastes of milk tea drinks on the street, it is not difficult to find that "milk tea" has become an increasingly popular choice for more and more young people. Uni-president decided to seize the trend and take "milk tea" as the power track, launching a milk tea brand - CiTea Milk Tea.

In order to differentiate itself from competitors, CiTea carefully selected Chinese characteristic black tea bases and blended imported milk. It adopted a 12-minute slow brewing process to bring out rich tea fragrance. Upgrades were made comprehensively in terms of tea bases, milk sources and techniques.

Facing this new brand, we found in the new product design process that the English name of citea, evolved from City (tea), so we took "city" as the entry point.

In the fast-paced city life, milk tea is the moment of instant relief after high-pressure work. Therefore, slowing down the heart is the keynote of city milk tea. Combining citea's 12-minute slow brewing technique, our brand role is "the companion of slow city life".

Highlights

We locked "slow" as the keyword. The first thing to do is to find the visual symbol of "slow", while matching the oriental charm inherently carried by the Chinese tea base of the product.

We discovered that gardens are oases that slow down the pace of life in busy metropolises. Therefore, in the design, we extracted the "Chinese plum blossom window" as a visual symbol. Through this plum blossom window, urban residents can slow down their pace here and temporarily escape from the fast pace of the city.

At the same time, we creatively used a ribbon resembling a gift waistband winding around the bottle, packaging the precious slow life like a gift, together with citea and giving it to users, endowing the product with a unique sense of ritual.

Market Performance

无

Material（For concept works, please choose the material you plan to use）

PET塑料 PET material

Craft

The packaging adopts matte and pearl printing to be produced, improving the overall tactility.
The bottle shape is designed with a streamlined bumpy pattern on the side of the bottle body based on the smooth arc shape formed by the blending of milk and tea soup, matching the comfortable feeling when holding the bottle.

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