CHO’S Drinks

Design: Existence Design
Location: Taiwan
Project Type: Produced
Client: CHO’S Drinks
Packaging Contents: Drinks
Packaging Substrate / Materials: Paper

Exploration into and focus on the elements of brand planning: Romance.

Now let’s talk about romance.

“Life is hustle and bustle. Let’s bring some romance into our life.” The seemingly plain sentence voiced in the first meeting was set aside quietly. Then, it was mentioned again at the end of the meeting, thus kicked start the theme that centers on romance and heartfelt pulsation!

Since the word romance has become the starting point for the brand, let’s then talk about romance! In expressing what romance means for us according to our different understandings toward life, whether in concrete or imaginary terms, all kinds of imagination and metaphors sprang up spontaneously from brain-storming between the team members. Indeed, this is the way of project planning: from sharing various life experiences, to exploring the possibilities, and finally, focusing on the elements.

We tend to imagine that this new brand could be the color that plucks the heartstring, the poet wandering around the street corner, or perhaps, an episode of moving story that gently embraces the consumers. Happiness is a lukewarm circle rolling slowly in silence. A casual step into the café where you pass by everyday reveals to you a secret that happiness is always there waiting for your recognition. The process of discussion, sharing and information compilation is a prelude to the birth of a new brand beverage chain store in Taiwan. It’s also our sincere hope that from the name to the image, the brand can tell people the daily life with sensibility and the happiness in life explored rationally, and by intellectually inverse operating the brand plan, we add a new line of tender whisper to the chapter of Taiwanese beverage market. The brand name “良石丘” adopts the founder’s surname and has the same pronunciation as “梁實秋” (Liang Shih-chiu), the famous writer, complementing the selling point of poetic romance that anchors the core idea of the brand. A touch of natural sweetness and happiness is thus created by sublimating the poetic esthetics to a pure taste.

What’s Unique?
For the brand recognition image, we chose “丘” (Cho), surname of the founder of Cho’s Drink, as the main logo. The design focused on the three essential elements of Cho’s Drink. First, we visualized the word “丘”(Cho), and blended it with the image of beverage and the hill on the horizon, to recite a poem of happiness. The broad brushstroke, presenting the gentle and steady personality of Cho’s brand, highlights the unique taste of the classic brand, and conveys a profound and happy brand image. The simplified Logo, although with simple sketch, has imbedded with multi-layered connotations, and at the same time, links together the neatly tied up meticulous details.

In the context of Taiwan’s popular and saturated tea-drinking market, we tend to imagine that this new brand could be the color that plucks the heartstring, the poet wandering around the street corner, or perhaps, an episode of moving story that gently embraces the consumers. Happiness is a lukewarm circle rolling slowly in silence. A casual step into the café where you pass by everyday reveals to you a secret that happiness is always there waiting for your recognition. The process of discussion, sharing and information compilation is a prelude to the birth of a new brand beverage chain store in Taiwan.

Taiwan has a wide and promising beverage market. Among vastly varied consumers, we zero in on those who demand quality of life, who love aesthetics, and need happiness, warmth and strength in their busy routines. Selling beverage is not the only thing that the brand, Cho’s drink, intends to do. We hope that, from the name to the image, the brand can tell people the daily life with sensibility and to explore happiness around us with rationality. A cup of happiness and sharing bought with intellectual consideration, can add a line of tender whisper to the page of Taiwanese beverage market, and create a natural sweetness in life.