SHIDO Tea Brand Design & packaging design

1. Project Background-Artistic Expression of Young New Consumer Products
1) In the post-epidemic era, people’s lifestyles have been restructured, social new retail has ushered in explosive growth, and health care has become more and more popular with younger people, and health care has turned to more fields. Ushering in explosive growth. On the other hand, the national aesthetic awakening is also quietly forcing brands to become more and more beautiful.
2)The homogeneous visual expression and products of the health care track do not meet the needs of the current dominant crowd. We hope to explore new breakthroughs, so we have the creative impetus to build the brand this time. I hope to explore more diversified and broad expressions of fashionable food brands.

2. Visual concept: differentiation, trendiness, and artistry, a new definition of eye-catching brand image
When a brand always defines its customers as young consumers, how can it burst out with fresh brand vitality for a long time and appear in the front row of their brand selection sequence? This first product focuses on breaking the dominant traditional tea products and creating differentiation. Trendiness and artistic sense are the three core keywords of this visual design. We focus on the brand positioning of "health tea".

1)System design content: System thinking and design around brand positioning, from naming - IP image - logo - visual system - packaging;
2)Slogan: Life is just right. The brand proposition that expresses life as health preservation is highly consistent with the brand name of "Shidu" (meaning "moderate").
3)Visual elements: derived from "Zhuangzi". The allusion of "Xiong Jing Bird Shen"
The concept of health and fitness is abstract. To make the brand image empathize with consumers, we need to accurately express it visually in the design. Among the Chinese health-preserving methods, there is the "Bear Sutra", a fitness method that incorporates the old and new and guides breathing. Just like drinking tea every day. It coincides with the pursuit of health and fitness, and the IP bear has become one of the important elements in this visual design.