Cha&life
Overview
PUER Tea Packaging System. Designing a cohesive packaging family for seven tea variants by combining a unified brand structure with distinct botanical color stories, ingredient cues, and blend communication.
Client
Cha&Life
Role
Brand Identity, Packaging Design, Illustration
Impact
Created a packaging system that keeps the product line visually unified while giving each tea its own recognizable personality through tailored color palettes, background graphics, and ingredient-led visual cues.
Global Footprint
Product Line: Pu-erh Raw Loose Tea • Pu-erh Rose Flower Tea • Pu-erh Lao Cha Tou • Pu-erh Chrysanthemum Flower Tea • Pu-erh Ripe Tea • Pu-erh Jasmine Flower Tea • Pu-erh Honeysuckle Flower Tea
Building One Brand System Across Multiple Tea Variants. The goal was to create a packaging family that could hold together as one brand while still allowing each product to feel distinct. A consistent cylindrical format, structured front label, and restrained typographic hierarchy established a clear system, while each SKU introduced its own palette and illustrated background language to reflect the character of the tea.
Consistent Brand Architecture
A shared label structure, product naming system, and typography create continuity across the full range, making the line feel cohesive on shelf and in presentation.
SKU-Level Differentiation
Each product uses a different background composition, color mood, and supporting graphic language so customers can quickly distinguish one variant from another.
Turning Ingredients Into a Distinct Visual Identity. Instead of relying on generic packaging variation, each tea was given its own visual environment inspired by its ingredients and flavor profile. Abstract botanical forms, soft illustrative textures, and tailored color combinations help communicate the product character while preserving a calm, premium feel.
Ingredient-Led Background Design
Every SKU features a custom background treatment that reflects its specific tea or floral blend, helping the package feel expressive without losing system consistency.
Centered Product Focus
The canister remains the visual focal point, while surrounding graphics support the product story and reinforce differentiation through floral and botanical cues.
Making Blend Composition Easy to Understand. Beyond visual differentiation, the packaging was designed to communicate product details clearly. Icons, label hierarchy, and blend information help explain what each tea contains, including the relationship between pu-erh tea and floral ingredients, so customers can understand the product at a glance.
Clear Label Hierarchy
Product name, tea type, and supporting details are organized in a clean vertical structure, improving readability while maintaining a refined aesthetic.
Blend & Ingredient Communication
Each package communicates the composition of the tea, including the proportion of pu-erh and floral ingredients, using a simple and approachable information system.
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