INTRODUCTION

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小茉莉·花茶

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ARTDIRECTOR:Micheal Yi / Walter Tao

DESIGNER:WalterTao

YEAR:2020

CLIENT:CHINATEA

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中茶猴王小茉莉花茶作为中粮集团旗下知名品牌，享有全球销量。在新零售时代的背景下，这个近百年的茉莉花茶品牌重新定位于年轻花茶市场，并进行全新的品牌升级和包装创意，以迎合年轻一代的饮茶消费习惯。中茶猴王小茉莉花茶借助全新的品牌升级，旨在吸引年轻一代消费者，并满足他们对茶饮的需求和偏好。

这个升级包括品牌形象、包装设计、产品呈现等多个方面，为年轻消费者打造了更加符合他们喜好的茶饮体验。莫兰迪蓝色代表了茉莉花茶的清新、纯净和优雅，与品牌的定位和产品特性相契合。这种色彩的运用不仅能够吸引目光，还能够在视觉上增强茶饮的魅力和品质感。有助于中茶猴王小茉莉花茶在竞争激烈的茶饮市场中脱颖而出，吸引更多年轻消费者的青睐和认可。

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ChinaTea Monkey King Little Jasmine Tea enjoys global sales as a well-known brandunder COFCO Group. Against the backdrop of the new retail era, this nearly100-year-old jasmine tea brand is re-focusing on the young tea market with anew brand upgrade and packaging creativity to cater to the tea-drinking habitsof the younger generation. With the new brand upgrade, China Tea Monkey KingLittle Jasmine Tea aims to attract the younger generation of consumers and meettheir needs and preferences for tea.

This upgrade includes brand image,packaging design, product presentation and other aspects, creating a teaexperience that is more in line with the preferences of young consumers.Morandi blue color represents the freshness, purity and elegance of jasminetea, which is in line with the brand's positioning and product characteristics.The use of this color not only attracts attention, but also visually enhancesthe charm and sense of quality of the tea drink. It helps China Tea Monkey KingLittle Jasmine Tea to stand out in the highly competitive tea beverage market,attracting the favor and recognition of more young consumers.

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