Tea cake re-packaging |
Post-fermentation tea packaging redesign
2017.9 - 2017.11 // Time
Packaging design elective - TU Delft // Course
Individual design // Contributions
This project corresponds to an elective course assignment - to re-design a bad packaging solution. Packaging design (in the course) is not equivalent to graphic design, yet to provide a solution that considers multiple demands and user scenarios. I decided to target an iconic Pu-Er tea drinking ritual in China. This fermented tea was steam-pressed into a round disk shape, stacked and distributed to distant ventures. Current packaging solution is inheriting the ancient method which also inherits multiple problems. The appearance is authentic yet is not appealing to younger generations. Therefore, I propose this new packaging solution under the design goal of “expanding the market to the younger generations and cultivate their interests of Pu-Er tea drinking.”
OVERVIEW
Reflection & More
Targeting a Chinese product within the Asian market while living in Europe was not ideal, yet the experience was rewarding and rather relaxing, as a short sprint of individual project (6 weeks). Although no insightful responses were given via contacting Pu-Er tea manufacturers and distributors in China, I still manage to dive into the topic via desktop research and online user-interviews. Some conclusions are prevalent among many traditional Chinese products packagings, such as loose tea, moon cakes, and liquor. The phenomenon includes over-packaging to boost luxurious feelings, or flamboyant modern graphics to attract younger generations.
Therefore I determined my learning objectives by asking How to find a balance between traditions and innovation? How to locate a comfortable aesthetic zone that is accepted by loyal customers and appreciated by an extended market.
The outcome of this project (an origamic multi-functional bucket) may not be comprehensive, as it was positioned to focus the product experience, instead of a structured market research which can provide a strong foundation. I sincerely hope there is a solution of packaging in the tea industry that is compatible with its humble nature, and also echoes this drinking ritual.
Check the slides about the context:
(Presentation from Week 2)
Background
Background