The changing arena, not only in the Olympics, but also in creative tea packaging

The tea culture has become more new over time, and the tea packaging has continued to innovate.

In the millennium picture scroll of Chinese civilization, it is indispensable to mention the long-standing tea culture. Some types of tea are aged and fragrant, and the longer they are left, the more fragrant the fragrant. Similar to this, the tea culture has also become more and more new with the precipitation of the years.

Different from many attractive delicacies, the “un-faced” tea is difficult to attract more new consumers. Therefore, carefully designing a high-return rate “clothing” plays an important role in driving the sales of tea products. The role of the tea packaging has also created a long-term display of ingenuity and brilliant scenes on the tea packaging arena.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: zcool

From the classic and pure brewing of raw leaves, to the portable and easy-to-use teabags, the fast and fashionable instant tea powder, and the concentrated tea liquid blessed by technology, the style of tasting tea has gradually incorporated more creative vitality from the quaint and long. Tea drinking is no longer a pastime for middle-aged and elderly people. The unique tea “design” under the national tide has absorbed more and more young people’s special liking for tea drinking.

CBNData’s “2020 Tmall Tea Industry Trends and Consumption Report” shows that global tea consumption is developing well, and the market is expected to exceed 45 billion euros by 2025. As the hometown of tea, China, the proportion of market consumption is also increasing year by year. In 2019, China Tea Category consumption has accounted for nearly 30% of global market sales. The tea industry market that exhibits unique ideas is bursting with infinite vitality, innovating product forms and people’s tea consumption views. Pieces of verdant tea have changed from the classical and strict way of cooking tea into more fresh and convenient patterns, which greatly enriched the consumer portraits.

Those little “new” thoughts wrapped in brewing tea

Tea cakes & tea tins, the tradition does not lose its charm

After the traditional tea is made and formed, if it is to be distributed, whether it is for aesthetics and portability or moisture-proof quality, the external packaging is an indispensable part. The more common one is to make tea cakes or put them into tea cans. .

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Bama Tmall flagship store

The veteran tea packaging cannot fail to mention the traditional cake-packed tea that began in the Tang and Song dynasties and is still in use today. The tea cake is convenient to carry, the tea fragrance is lasting, the later transformation is stable and lasting, and the mellow sweetness. In order to reflect the differences, brand tea merchants basically choose to draw distinctive patterns on the packaging tissues according to the category, or launch limited items such as New Year’s Zodiac tea cakes according to seasonal festivals, to increase product recognition and promote brand promotion.

Compared with the limited packaging design space of tea cakes, the creativity of tea cans is obviously much greater. Different from other tea cans, the small can of tea creates an environmentally friendly aluminum can, refreshing the modern experience of Chinese tea.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Xiaocancha Tmall flagship store

There are also various changes in teabags

The capacity settings of the original cake and filling are generally suitable for repeated use and cooking, while the disposable tea bags allow busy people to throw tea bags with boiling water to enjoy good tea, which is convenient and simple.

In the tea, Chali’s tea gift boxes with different flavors of daily tea, Naisue and Hey tea seven days a week, all combine different flavors of tea bags into gift boxes, highlighting their own tastes with different characteristic packaging.

The changing arena, not only in the Olympics, but also in creative tea packaging

A Japanese literary work, Impression Tea, combines tea and books. The designer selected four works from Japanese modern and contemporary literature, and created an original tea based on each work. Each with a tea flavor are closely connected with the theme of books, people in the tea of the association to book classic scene, to achieve the dream linkage. In order to enhance the design sense of the packaging, this packaging is the same size as the paperback book, creating a full sense of sight of the book. There are 17 tea bags in the package. After drinking the tea, you can store small objects in this “book”.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Felissimo

In addition to literary style, tea bags also have cute and interesting ways to open them. The Japanese company Daisho Aquatic and the well-known Village Vanguard grocery bookstore teamed up to design a series of new animal-themed tea bags Ocean Teabag. While brewing hot water, the flat tea bags seem to be given life, and they instantly become marine creatures living only at the bottom of the tea cup, full of cuteness.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: shoppingdesign

The design team specially created different levels of transparency for each tea bag through the hole and layered design of the tea bag, highlighting the body shape and characteristics of each animal. In addition, it is interesting that the choice of tea is closely related to the characteristics of marine life. For example, squid, the tea bag contains black Pu’er tea (much like the ink sac of squid), and the water gradually darkens, as if the squid is spraying ink; squid is dark brown Pu’er tea, and octopus is orange-red Qimen. black tea, jellyfish tofu dish is the blue color of the tea, and the king is light brown insects endowed the Eastern United States people tea ……

The changing arena, not only in the Olympics, but also in creative tea packaging

The pace of creative imagination did not stop in the renewal of the tea bag shape. TNO Bang Bang Tea breaks through the tradition by directly changing the carrier body of the tea from the original tea bag shape to a stick shape that can be stirred, realizing hand-held brewing, which is more convenient and fast, and avoids the easy drop of the tea bag axis and incomplete tea extraction. The question, unlock the new posture of drinking tea.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: TNO Tmall flagship store

The kaleidoscope packaged with tea powder at one rotation speed is changing.

The fast-paced lifestyle of modern young people has spawned more and more instant tea products, and the original leaf brewing has slowly given way to the top spot in the ranking of young people’s tea drinking styles.

Small canned tea powder with various magical powers

After three and a half meals, small cans of instant coffee and tea powder gradually invaded the lives of young people. Qi date of the original leaf small tea, TNO drop tea, tea color Yue Yan Xiao Lian tank, the continued covered tea, brands have to develop their supernatural powers, the instant tea powder loaded into all kinds of small pots.

The changing arena, not only in the Olympics, but also in creative tea packaging

While the modernity is full of all kinds of packaging, there are also brands that do not forget the traditional charm. The tea-colored little lotus jar is full of ancient meaning, and the empty jar can be reused as a keychain ornament.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Cha Yan Yue Se flagship store

Ruxu infused this historic tea bowl into a new way of modern tea drinking, and designed the vessel for holding tea powder as a traditional tea set, and the saucer was lifted to release the tea powder, retaining the sense of classical tea ritual.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Into the continued Tmall flagship store

Capsule/lollipop or tea?

In addition to Linglong cans, other brands are also racking their brains to continuously introduce new packaging for instant tea with both aesthetics and convenience. Capsule Tea Language has created a three-dimensional capsule-shaped shell that is convenient to hold, which realizes the four-dimensional protection of tea powder, blocks light, oxygen, and moisture and resists pressure. It also uses a very textured and fashionable macaron color system, which has a perfect appearance.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Capsule Tea Tmall flagship store

British tea pop company launched a high-value instant tea that looks like a lollipop. It only takes a few seconds to perfectly restore a cup of exquisite English tea. According to the brand, each Bang Bang Tea is hand-made by the dessert chef and designed with novel and cute shapes. When drinking, people only need to put a stick of tea in the cup, add cold or hot water, the stick of tea will disperse and dissolve like a “fairy stick” turns into magic, and you can drink it with a little stirring. The taste and flavor are not inferior to freshly brewed tea.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Tea Pop Instagram

Concentrate the tea to the extreme and minimize the changeable packaging

Yongpu Flash Tea uses the black technology flash extraction technology to complete the 10 times concentration of the tea soup, as if a cup of mellow tea is engraved with a zoom lens. When you want to drink it, you only need to tear open the jelly-shaped package and pour You can enjoy a cup of good tea in the water .

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Yongpu Tmall flagship store

Three-eighths of the mellow black tea tea stock is packed in a test tube to lock the freshness, combined with the fresh extraction technology, the product can be stored at room temperature for up to 360 days. A small test tube of concentrated tea is convenient, light and easy to brew. Just shake it before drinking and then unscrew the lid and pour it into the water. You can enjoy a cup of Yunnan ancient tree Dianhong cold extract tea without stirring.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Three-eighths flagship store

The pure plan is to use ice drip cold brew tea. It can be packed in a simple bag, small and portable, and can be easily carried in the bag, tear it apart in a second, add milk or sparkling water, and make your own summer exclusive tea at will.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: memot Tmall flagship store

Packed in bags, boxes, and test tubes, the liquid tea is perfectly present in different containers by virtue of its liquid form, but it also exudes the fragrance of tea, bringing a convenient and comfortable experience to tea drinkers.

The hidden secrets of ready-to-drink tea

According to statistics, as of the end of 2018, China’s instant tea market has exceeded 26 billion market shares, and still maintains a growth rate of 6%, and continues to expand. At the same time, competition in the instant tea market has also shown unprecedented Intense. In order to win the hearts of more consumers, many ready-to-drink tea brands have chosen to break out in packaging design. Compared with the original leaf bag and concentrated tea packaging, which are exquisite and interesting, the creative packaging design of ready-to-drink tea can be called a hidden mystery, and there are many surprises.

Bottle illustration perfectly integrated with the product

As a “design company delayed by the sale of water”, Nongfu Spring has been widely acclaimed for the packaging of its brand tea π. In 2019, Tea π invited Brett Ryder, a famous British illustrator, to design a new illustration. Different from the original colorful and strong comic graffiti style, the new packaging chooses hand-painted illustrations with more imagination and brighter line colors. It is fresh and elegant, and is suitable for all tastes. the fruit was interesting and vivid characterization , but also the story of tea in the world and the origin of traditional culture in his right, more interesting, more compelling.

The changing arena, not only in the Olympics, but also in creative tea packaging

Simplify the complex and add the finishing touch

Suntory Iemon green tea has become simple, and I would like to mention the 2021 Japan Packaging Design Awards. The picture on the left is the general packaging, and the picture on the right is the labelless design that won the highest honor. Unlike most bottled ready-to-drink teas that maximize the label to show brand characteristics, Iemon Green Tea uses a subtractive design to condense all the information on a small sticker. The transparent bottle reveals a clear tea color, showing the product generously The advantage of the bottle, the cat pattern is the finishing touch.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: WeMP

Small bottle cap, great use

Vessl™ is a closed container (ie bottle cap) used to store fresh ingredients in an oxygen-depleted room compressed by nitrogen. It does not require preservatives to maintain the freshness of active ingredients, protect them from oxidation, and prevent harmful UV rays. Exposed. When the Vessl™ bottle cap is turned, the active ingredients will be discharged from the chamber and immediately mixed with the liquid in the bottle.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: vesslinc

In August 2012, Gizmo launched a ready-to-drink tea series called “Tea of ​​a drinks”, which was the first beverage brand to apply Vessl™, bringing unique packaging innovations to fresh beverages. Tea of ​​a drinks has high antioxidant and vitamin C content, zero calories, zero sugar, and zero artificial preservatives. It is characterized by storing antioxidants and vitamin C in Vessl™ bottle caps and protecting them from UV oxidation. And other degradation factors. According to the brand, the beverage can be filled with fresh vitamins only by twisting the cap for a few seconds or minutes before drinking, and then fully mixed with the nutrient and flavor-rich liquid in the bottle to enjoy a cup of freshly brewed customized tea drink.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: drink tea of ​​a kind

Itoen Fukamushi Tea is a powder-in-cap tea beverage. Open and turn the green cap, the powder particles and inner cap will fall when they fall, then close the green cap tightly and shake the bottle up and down, open the cap again, you can easily enjoy the unique rich taste of “Fukamushi”, complete a small DIY tea drinking experience.

 

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Amazon

Fun new tea

In recent years, with the rise of young consumer groups, the scale of new-style tea drinks has grown rapidly, and the younger generation has become a veritable main consumer force. They pay attention to appearance, are willing to pay for themselves, pursue a sense of experience, and dare to embrace the national trend and other consumption habits. Defines the new tea consumption market.

From the color of the drink itself, the layered design, and the addition of a variety of small materials, to the ever-changing drink cup shape and cup body vision, and then extending to the straw, cup lid, cup sleeve and even the surroundings, new tea drinks are in the packaging design The above can be described as full of tricks. Brands have also used creative product packaging to create “net celebrity symbols” to attract consumers’ attention.

Take the cup shape as an example. This year’s hot oil orange products, Naxue and Heycha, are all in glass bottles. The yellow-green juice is paired with a transparent glass bottle, which instantly fills up both the sense of value and the appearance.

 

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Weibo @奈雪的茶

Tart’s lemon tea tote bag breaks through the traditional tea cup design. It can be opened and hand-held at any time, without the need to send a bag like ordinary tea.

In addition, the aerated tea bag visually forms a rounded arc, which looks round and lovely, with the color of the tea itself, clear and transparent, and can easily become a drink that can arouse everyone’s desire to punch in.

The changing arena, not only in the Olympics, but also in creative tea packaging

Miguo has produced a “Little Bear Milk Tea that you can drink with your back”, which also attracted many consumers to take pictures and check in. At the same time, consumers are very willing to keep these distinctive cups for reuse and go shopping with milk tea on their backs. This not only satisfies the girls’ hearts of consumers, but can also become a “walking advertisement” for businesses. At the same time, it is environmentally friendly. have to.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image Source: Honey Fruit

The creative imagination and bold changes in the cup shape cater to the main consumer group’s psychology of exploring new gadgets, but the traditional cup shape also has a broad design space. In conjunction with the Children’s Day, Hey Tea launched a June limited package, and infused unusual inspirations into the package through themed cup sets, take-out cartons, and environmentally friendly bags to make the expression alive. 17 emoticons with different postures, full of free and casual smiles, awaken the purest happiness in everyone’s heart.

The changing arena, not only in the Olympics, but also in creative tea packaging

Image source: Weibo

summary

In the past, the era of “Tea 1.0″, which only focused on quality and did not require too much packaging, has gone. Now in a society that can quickly capture a large amount of network information, innovative packaging has become a break in the tea market. And the strong outlet. Whether it has a creative shell that is full of the desire to check in has become more and more the primary consideration for young consumers when buying tea. They yearn for new things and like personalized products that are full of creative value. As the tea itself goes from the original leaf to the bag to the instant tea powder and concentrated tea liquid, its packaging has also become diversified. The new way of drinking tea of ​​”every strange” is gradually unlocked. What brand new forms and packaging of “tea” will appear in front of consumers in the future? We look forward to it together.

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