Ixia - TeaPack
Client:
TeaPack
Year:
2024
IXIA - TeaPack New Tea Awareness Campaign
Strategy
The new tea awareness campaign for TeaPack focuses on strengthening the brand’s core identity through merchandise and packaging design, one of TeaPack’s strongest brand assets and key selling points.
For this launch, the strategy was to create a visually engaging campaign that could naturally attract both existing customers and new audiences while highlighting the introduction of the new tea leaf series. Rather than approaching the campaign in a direct promotional manner, the concept was designed to create hipster yet traditional connection through storytelling and visual symbolism.
The campaign also aimed to extend beyond packaging by creating collectible and lifestyle-driven merchandise and packaging design that enhances customer engagement with the brand.
本次 TeaPack 新茶系列宣傳企劃，以品牌最具代表性的優勢 - 周邊商品與包裝設計作為核心策略方向，透過具有辨識度的視覺語言，提升新茶系列的市場關注度與品牌記憶點。
整體企劃希望以較間接且具故事性的方式，吸引既有消費者與新客群的目光，讓消費者在接觸包裝與商品的同時，自然感受到 TeaPack 的品牌精神與新系列特色，而非單純直接性的產品宣傳。
同時，也藉由延伸性的商品設計，強化品牌與消費者之間的互動與收藏價值。
Design
The main visual element chosen for the campaign is the Ixia flower (玉米百合), symbolising courage and love. This meaning was reinterpreted to reflect TeaPack’s passion, dedication, and love for tea culture.
To create a unique brand expression, the Ixia flower form was reconstructed using TeaPack’s signature elements, including the JV Nung Piang and Mangi snack motifs. These familiar brand icons were integrated into the floral composition, allowing the design to feel both culturally rooted and visually distinctive.
The overall art direction follows an oriental-inspired aesthetic, based on the client’s reference direction inspired by CHAGEE takeaway cup packaging. The visual language combines traditional influence with a modern commercial appeal, creating a design that feels premium yet approachable.
The campaign identity was then adapted across multiple touchpoints, including takeaway packaging, merchandise, and tumblers. The tumbler design became one of the best-selling merchandise items after launch, further strengthening the campaign’s impact and brand visibility.
本次主視覺以「Ixia Flower 玉米百合」作為核心設計元素。玉米百合象徵著勇氣與執著的愛，我們將其寓意重新轉化，延伸為 TeaPack 對茶文化和好產品的執著和熱愛與品牌精神的展現。
在視覺呈現上，我們結合 TeaPack 品牌元素，將福州傳統陣東餅和馬兒餅（品牌明星產品）代表性圖像重新組構，形成玉米百合的花卉造型，使整體設計在文化感與品牌識別之間取得平衡。
整體風格以東方美學作為主要方向，並參考客戶喜愛的 CHAGEE 外帶杯包裝視覺作為靈感，結合現代感當地（砂拉越）與中華傳統元素，打造兼具年輕感與精品感的視覺體驗。
設計後續也延伸應用於包裝、外帶杯以及品牌周邊商品，其中品牌保溫杯於上市後成為熱銷商品之一，成功提升品牌曝光與消費者話題性。
品牌 Brand
This campaign reinforces TeaPack’s positioning as a tea brand that values both cultural storytelling and strong visual identity. By merging symbolic floral elements with recognisable TeaPack brand icons, the campaign creates a memorable and emotionally connected experience for consumers.
The introduction of the new tea leaf series was communicated through a design-led approach that feels fresh, collectible, and aligned with TeaPack’s youthful yet culturally inspired brand personality. The result is a campaign that not only promotes a new product launch but also elevates the overall TeaPack brand experience.
本次企劃進一步強化 TeaPack 作為具有文化特色與設計導向茶品牌的定位。透過花卉意象與品牌元素的結合，建立更具情感與文化連結具有辨識度的品牌體驗。
新茶系列不只是新品上市，更透過整體視覺企劃與周邊延伸，讓消費者感受到 TeaPack 年輕、具有文化感且重視設計細節的品牌個性，進一步提升品牌價值與市場印象。
Art Direct and Design: Soul Visual Design
Photography and Videography: Soul Visual Design
