The packaging design of freeze-dried tea powder, through the different “tree” shapes of tea powder capsules, forms an overall natural landscape concept . The overall colors of the packaging correspond to the different tastes of tea, and shapes the overall “landscape” rich in layers, reflecting the changes of four seasons.
Traditional tea leaf drinks in China usually targeted an older generation. Unlike tea leaf products, PUYU is an instant tea powder, highlighting its convenience and tea with fruity flavors to target a younger generation. So the challenge was to grab the attention of younger audience and stand out amongst the vast tea product market.
Creating a scenery with tea powder capsules in different tree shapes conforms with the nature element of the tea and is also playful and attention grabbing. It gave us the opportunity to create different sceneries and matching capsule colors to the tea’s kind and flavor, such as black tea using orange and red for fall; grapefruit and jasmine tea using green, white and pink for spring.
The packaging is made of recyclable materials. Shapes of different capsules use shared modules, making the packaging more environmentally friendly.
