Wing Yuen
Infusing New Life to a 30-Year-Old Brand
From Data to Insight.
Tea is becoming a lifestyle drink for Millenials and Gen Z, and there is an increasing demand for tea as a healthy alternative. After analyzing the market, history and visions of the brand, we rebranded and modernized Wing Yuen as an open-minded and reliable Tea Master, highlighted the tea benefits on the packaging, and introduced the tea-making concept in an illustrative way to communicate with the Millenials.
Brand Logo.
A unique logotype was created using the concept of the traditional Chinese seal as a tribute to Chinese Culture – as “Yuen” means having the consideration to the roots (飲水思源). The overall mood was calm, elegant and of reliable quality. The key graphics for the brand was a series of illustrations highlighting the process of tea-making, as Wing Yuen was all about education. The graphics allow the audience to understand the background of tea from the field to the cup.
Instore graphics once again communicates the tea-making process and slogan of the brand “Tea is the origin of Health” (以茶養生，延年益壽）through elegant illustrations, serving as visual cues to open the gate of tea culture to tourists and beginner tea-drinkers.
