Type of applicant company
设计机构
Country
中国
Company Website
www.the25s.com
Images
Brand of the Product
无
Designer Name
The 25s Creative Team
Position of Designer
无
Target Consumer
The primary target audience consists of urban youth aged 20 to 35, including students, office workers, and light wellness seekers. They value a healthy diet and tend to choose sugar-free, additive-free beverages while pursuing a natural and pure taste experience—appealing to modern consumers who seek a rational sense of health and everyday refreshment.
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS
Positioning
大货消费品 Mass Production
Design Story
As consumers increasingly seek beverages that balance health and flavor, Master Kong launched the new Fresh Green Tea under its green tea line, replacing the previous Zero-Sugar Jasmine Green Tea. The new product represents a complete upgrade in formulation, delivering a fresher and more natural taste experience. At the same time, the brand aimed to refresh its visual identity through a new bottle structure and packaging design, reinforcing a younger and more premium perception among consumers.
Centered around the core concept of “Freshness,” the design expresses the product’s natural, refreshing, and healthy qualities. Through a renewed visual system and innovative craftsmanship, it gives the brand a revitalized image and helps the product stand out in the competitive tea beverage market, driving both attention and sales growth.
Highlights
Fresh Green Tea features a bold and striking Chinese character “鲜” (meaning “fresh”) as its key visual element, serving as the soul of the entire design. It not only conveys the product’s core attribute of freshness but also creates an instantly recognizable identity for the brand on the shelf. The background mountain is abstracted from the form of tea leaves, symbolizing vitality drawn from nature. Inspired by the same concept, the bottle shape incorporates layered textures that resemble overlapping tea leaves, creating a tactile and visual dual experience.
The design integrates shades of green with expressive calligraphic typography, balancing the poetic elegance of Eastern aesthetics with the precision of modern design. The translucent tea and green tones evoke a sense of purity and clarity. Unlike many tea beverages that focus solely on functional claims, Fresh Green Tea establishes a distinct brand presence through the fusion of cultural depth and contemporary visual language—transforming “freshness” from a taste description into a powerful visual identity.
Market Performance
无
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
roller label + PET bottle