I created a range of designs that cater to different preferences and aesthetics.
inspo
I proposed a rebranding project for Suntory oolong tea, a drink that is often associated with the older generation. I wanted to make it appealing to younger people by using the well-known symbol of yin and yang as the main design element. I simplified the symbol into a linear shape, added a modern touch, and incorporated elements from Chinese calligraphy. I conducted research on tea packaging and the preferences of younger people, and found that they preferred a colorful, minimalist, and fun look. To appeal to their childhood memories, I used characters from the classic Chinese novel "Journey to the West".
brand toolkit
The branding toolkit brings together linear yin-yang shapes, traditional Chinese calligraphy, and the sleek simplicity of a sans-serif font, Suntory, as its main visual elements. Given that the primary target audience is younger generations, I aimed to revitalize the Suntory brand by designing various packaging concepts that incorporate illustrations and graphic styles.
concept
The packaging design with a floral pattern exudes a funky and playful vibe, while the minimalist design in the top left corner showcases a more understated elegance. In my pursuit of exploring diverse graphic styles, I created a range of designs that cater to different preferences and aesthetics.
