The Business Challenge:

KSF is China’s biggest beverage company, and regularly trendspots to innovate into new categories, flavors of beverage types. With the explosion of coffee and cafe culture in China, the tea sector had taken a back seat for several years in terms of social media popularity. With the recent rise of pride in all things traditionally Chinese amongst Gen Z, KSF decided to launch a new brand of convenient RTD teas, created with the best of traditional tea-making processes and expertise.

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The Design Solution:

Contemporary convenience blended with traditional tea craftsmanship. A tension that provided an opportunity to blend the old with the new, and indulge in design that truly celebrates the trend of 国潮 design (“guochao” or China chic). Traditional hand brushwork was used to create an eye-catching icon that gave the brand huge shelf impact and attitude simultaneously.

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The Project Scope:

Naming/VIS/Master Concept/Range adaptation/Artwork/Guidelines

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Results:

Range extended into several more flavours due to sales results.