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tea packaging, offering a more modern design that meets young
people’s aesthetic.
Take the design work of Murakami West Lake, a Chinese
Rinsing tea tea brand, as an example, by extracting the humanistic landscape
of West Lake, flattening the symbolic assignment of represen-
Some teas, like Oolong and dark tea will be kept in a rel- tative elements such as Leifeng Pagoda and tea trees, to build an
atively closed environment after picking, and as time passes, atmosphere for consumers to enjoy tea on West Lake. At the
tea will go through a hibernation period. There are two ways of same time, through the elegant art painting, the interactive re-
rinsing tea, before and during the brewing. Tea can be slowly publican-style costume character is created to express the brand’s
rinsed on its own, simply by placing the loose teas in a venti- emotion and love for the West Lake culture and guide young
lated, odor-free, direct sunlight-free environment, and this takes consumers to trigger the emotional resonance with traditional
time. We can’t rush the process. Only sufficient time of rinsing culture. This work by Hellocean, which intermingles tea with
can remove the odor of the tea, and enhance the activity of the the humanity, life and nature of West Lake, finds a good balance
substances contained in the teas through full contact with the between the brand and consumer needs.
air to oxidize. When you brew the tea, you can rinse it up again
with a small amount of water at the right temperature, quickly Instant tea
pour the water out and discard it. It is like a mini-steep that
only lasts for 5 seconds. When you start your first infusion, the Bobo milk tea with dual innovation of health and expe-
leaves will give out their true flavor. rience, is launched by Xiang Piao Piao a China time-honored
This process is actually very similar to the growth process brand in paper-cup instant milk tea, for Generation Z. Hellocean
of a person. broke through the brand’s old style of packaging to highlight
Tian Bianhan, the founder of Hellocean, farmer designer is the food and innovatively stylizing the name as the main com-
the title he gave himself. His origin with tea started from birth. munication element. The final presentation of Bobo milk tea
Bianhan was born in the mountainous Guizhou province, in south- has rounded and full strokes with broken strokes to add inter-
western China. According to the data, Guizhou province is the est and form a unique visual hammer, to nail the brand to the
largest tea-producing region in China. Opening one of the best consumer’s mind with the emotional power of a visual. “As a
design firms in China was his dream since college. His major at synonym of milk tea in cups, Xiang Piao Piao has a significant
that time was also design. After graduation he did a lot of work market share in the same category. We hope to convey the new
that was not related to design that allowed him to earn money and, ideas and new definition of life of contemporary young people
as he says, “make a good living in a general sense.” But he under- as Generation Z are the main target group of Bobo milk tea,”
stood that this was not the ideal life in his heart. Finally, he em- Tea with modern design Bianhan said.
barked on a journey to pursue his dream in 2012 and registered a
design company, just as went through a “rinsing tea” process. The With young people as the main consumer group of tea
name Hellocean originated his love for the tea as his daily greeting products, what they carry is not just a beverage cup. For design-
to the sea. ers, making the appropriate design according to the different
In 2012, the brand released its first work on ZCOOL, a de- brands has become an important issue. “It’s necessary to feel
signer interactive platform, creating the article We for Shanhai the differentiation of each product, understanding what the Tea culture itself is
Yuan, a Chinese tea club. In 2014, Hellocean designed the cultur- brand side wants to convey and what consumers need. Feel for part of the traditional
al creative products for the tea club. Later Hellocean took on the the differentiation can also be understood by ‘precision’.” The
design of many tea brands, from packaging to stores, covering a “precision” Bianhan said is also the core concept of the Hellocean. Chinese culture,
wide range of topics. He also has the habit of drinking tea, although “Just like Chinese philosophy ‘Zhongyong (Doctrine of the
he didn’t think about what his association with tea was, he always Mean)’ that focus on the middle ground between two extremes excluding the retro
had tea in his life. is what we have been insisting on.” Bianhan said.
When it comes to drinking tea, young people who used to As a design company with 10 years’ history, tea brand elements, Bianhan
have little to do with tea, have been trying it more in recent years. design is part of Hellocean’s business, including original leaf tea,
According to CBNData, a consumer research agency, young people instant tea, offline fresh-made tea, and its work on the online would like to see
are one of the main forces of tea consumption. Tea, with its cul- designer interactive platform has gained the attention of more
tural and health attributes, matches young people’s own growing than 200,000 people. classic elements to
sense of cultural identity and the importance of health. When you
add to that design-oriented packaging, rich flavors and increasing- Original leaf tea bring forth the new
ly convenient tea drinking options, young people favoring tea have
also completed a “tea rinsing” process. “Tea for young people”revisits the tradition of visionary through the old.

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