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The quality of tea in Taiwan has always been affirmed at home and abroad, but most tea farmers still lack brand awareness and have not established a brand for tea products. Users are presented with clear and unique signs and their own unique packaging design impressions, so that they can clearly indicate the purchase, and therefore miss the channels and opportunities conducive to marketing at home and abroad. In addition, after the government opened the import of tea in 2001, many foreign inferior teas flooded; The label "Taiwanese tea" is often used to confuse the fish with the pearls, which causes the real tea farmers in Taiwan Province to plant hard, but because they have not established a clear brand identification channel to provide consumers with peace of mind to buy, they have suffered double losses in reputation and interests for a long time. In view of this, this study is inspired to cooperate with tea farmers who grow organic tea. The motivation to establish a unique brand identity and packaging design.
The purpose of this study is threefold: 1. To establish an organic tea brand identity system and packaging visual identity design. 2. Incorporate the brand story into the logo, so that more people have more opportunities to know BABIAO Tea Garden, so that the tea production has more opportunities to stand out. 3. Establish the SOP for cooperation with local industries to facilitate the reference of industry-university cooperation.
The research is carried out in three phases: in the first phase, the literature on the history of tea in Taiwan, tea brands and packaging is firstly explored. In the second stage, the content analysis method is used to analyze; between 2016 and 2020, it is related to Taiwan's well-known tea brand recognition system and organically grown tea packaging; at the same time, a questionnaire survey is used to understand the visual association with organic tea. From it, the design elements of tea brand identity design and packaging design are summarized. In the third stage, the relevant results of the comprehensive investigation are applied to the creation.
Through content analysis and questionnaire survey, the following key points were sorted out: 1. Most of the tea brands currently on the market use "green" as the main visual color; in terms of packaging materials, more "paper materials" are used; in terms of fonts In terms of use, computer characters and graphic characters are more common. 2. In the questionnaire survey, regarding the "organic tea visual association", the participants are most likely to associate directly with the plant "herb"; the plant part-"leaf"; the animal-"bee", and the character-"farmer" ;Material-"Paper Material"; Shape-"Round"; Color-"Green"; Font-"Calligraphy", etc. 3. This research is based on the brand visual image and packaging design positioning of " BABIAO Tea Garden", and then selects key points to incorporate into the design according to the analysis and survey results; select applicable organic elements and apply them in the creation; organic tea products belong to nature and the friendly land The product is suitable for transforming design with natural, natural and simple fonts, colors and materials, and finally establishes two sets of " BABIAO Tea Garden" brand image recognition system and packaging design.
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