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It is Bianhan’s original design intention to sublimate the soul of the brand. “‘Precision’ is especially import-
ant, it can precisely position and reduce marketing cost of a brand on one hand, on the other hand, it is
because of precision that a brand can quickly stand out in an era of information explosion,” Bianhan said.

HELLOCEAN

Traditional tea embraces modern appearance

T here is an old Chinese saying, “Firewood, rice, oil, salt, soy, vinegar and tea begin a day.” The

spirit of tea has penetrated into the Chinese. China is the motherland of tea planting and tea
making, which later spread throughout the world. However, tea drinking has been seen as
exclusive to the middle-aged and older adults for quite a long time in China because of the
traditional old-fashioned tea drinking experience. China’s young, discerning tea drinkers associate tea
drinking with something top-quality freshly-made that tastes great and are fun to drink. NielsenIQ analysis
found that the majority of young consumers attached great importance to packaging than other groups. Over
the past year, Generation Z’s food and beverage consumption has shifted to more design-oriented product.
Packaging is no longer the container of tea, but the tea spirit’s artistic display.

Founded in 2011, Hellocean, a design company, finds the common language of tea and people with design
work, letting us see that young people are not without the possibility of falling in love with tea, this story
lets us start from “rinsing tea” to tell.

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