Agency: Pica Packaging Design Lab.
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Tea
Enchant the Chinese Tea Brand with Global Influence
Amritea is a time-honored oolong tea brand which was founded in 1821 in Fujian. Pica Lab retold the brand story of Amritea, focusing on local tea farmers who follow the ancient traditions.
When the farmers start harvesting, a grand singing and dancing ceremony is performed. One of the songs involved in the ceremony – Tea Harvesting and Butterfly Catching – inspired us most. We created the cartoon figures with the scenes the lyrics mentioned, to represent the brand’s cultural background. In order to make it recognizable globally, we applied the packaging a fashionable appearance with gold lines and patterns.