Type of applicant company
品牌方
Country
中国
Company Website
https://www.blanbunny.com
Images
Brand of the Product
BlanBunny
Designer Name
YUANJIAMIN，LUOJINGNING，YAOMANYAN，XUYUEYUE，DONGYANHUA，FENGJIAJIA，LVKE
Position of Designer
无
Target Consumer
Our core audience consists of young women aged 18-35, primarily up-and-coming white-collar professionals and sophisticated mothers in first- and second-tier cities. They appreciate refined aesthetics and seek ways to incorporate joy and relaxation into their daily lives. Emotionally attuned and focused on self-care, with a preference for fairy-tale-inspired, high-aesthetic products. They are willing to invest in tea-related products that offer both quality and a sense of comfort, embracing a lifestyle that is both premium and uplifting.
Distribution Channels
电商 E-commerce; 其他销售渠道 品牌官方门店
Positioning
礼品 Gift
Design Story
Centered around the fairy tale The Wizard of Oz, the packaging transforms the tea-drinking experience into an immersive spiritual exploration journey through a multi-dimensional narrative system that includes a book gift box, a story booklet, and flavored tea sticks. The 10 aluminum tea sticks echo the diverse growth stages of characters, with Blan Bunny and characters from the Oz IP merged into the tea stick head, turning the act of brewing tea into an energy awakening ritual. With an eco-friendly and recyclable structure, the packaging can be reused as a storage box, extending the lifecycle.
Highlights
Unlike single-function tea packaging, this packaging, based on evoking users' emotional resonance, offers a new tea-drinking experience through narratives, attracting young people who value ritual and spiritual consumption. It delivers a multi-dimensional journey through three narrative carriers: a book gift box for tactile rituals, a story booklet for visual guidance, and flavored tea sticks as a gustatory map. It covers six types of tea matching diverse emotional states, plus a reusable storage structure, reconstructing the emotional value chain of fast-moving consumer goods (FMCG).
Market Performance
The product achieved a monthly sales volume of over 3,000 within three months of its launch, and there were more than 20 high-quality pieces of content with over 1,000 interactions generated spontaneously on platforms such as Xiaohongshu, mainly based on the product.
Material（For concept works, please choose the material you plan to use）
纸质 Paper; 其他 茶棒：铝制茶棒采用100％食品级可回收铝合金
Craft
Tea Stick: The aluminum tea sticks are made from 100% food-grade recyclable aluminum, and each one significantly reduces its carbon footprint over the lifecycle compared to traditional tea bags.
Carry Bag: Biodegradable material + fiber straps.
Inner Box: Non-detachable, recyclable corrugated cardboard divider.
What functional designs of the work have enhanced the user experience?
The top sealing part of each tea stick is printed with the head designs of different characters from The Wizard of the Wild. When the characters stand up, it gives the emotional experience of a tea-drinking companion. At the same time, you can also hold the characters to stir the tea leaves with the tea stick. When brewing tea for a long time, you can fold the characters and hang them on the rim of the cup to prevent the tea stick from slipping into the cup. It has functional value and also offers an interesting tea-drinking experience
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
Recyclable materials: The gift box is made from 100% recyclable paper materials, the tea sticks are crafted from aluminum that supports reuse, and the story booklet is printed on recyclable paper using non-toxic ink.
Multifunctional design: After all tea sticks are consumed, the inner box can be transformed into a multi-compartment storage box. This prevents resource waste caused by single-function packaging through a variable structural design based on physical interaction logic.