Brief

Fewer and fewer young people drink Chinese tea these days which has led the Chinese tea culture to diminish. I was so sad to see that, so I designed this Mid-Autumn Festival edition tea package to attract young people’s interest in tea and traditional Chinese culture.

Problem

How might we increase young people's interest and knowledge in the history, customs, and culture of tea?

Goals

1. Publicize the importance and benefits of drinking Chinese tea
2. Increase understanding of Chinese Tea culture and traditional customs

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Research

One of the situations in which people drink tea is during Mid-Autumn Festival. People usually pair tea with mooncakes because mooncakes are sweet and heavy. Tea can cleanse the palate and wash the mooncakes down. Therefore, I decided to use Mid-Autumn Festival as a starting point to sell my products and grab customers’ attention.

Personas

Illustrations

I selected six traditional and local customs of Mid-Autumn Festival from Guangdong province. I vectorized my sketches in Adobe Illustrator and added the name of the custom on the side to help people identify the customs. These illustrations remind people of their homes and traditions. The lines in the background imply a tea field.

Brand Identity

The logo incorporates Chinese characters and English. It combines the shapes of tea leaves and emphasizes simplicity and modernity.

The color palette is selected from the color of the tea. The primary colors show a sense of serenity and harmony. I added the name of each tea on the package to help people identify each flavor since different shades of green are similar.

Package Prototype

Each package has a unique illustration and color. Six of them can fit in a hexagon gift box. I want to express a sense of unity and sharing in these packages. I hope people can share tea with their families, friends, and colleagues.

Reflection

I considered this project as the most challenging project so far because of the amount of time I spent on research, illustration, and packaging. The problem was serious and it was hard to change people's minds. Not only the package should be interesting enough to attract young people, but also we should educate them about the benefits and importance of Chinese tea and tea culture. One problem I see is the six secondary colors are very similar green. They aren't accessible. Some changes I will make are to use more colorful and vibrant colors and add a fun story to each package.

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