Design Proposal for Wu Yu Tai Chinese Tea

Design Proposal for Wu Yu Tai Chinese Tea

Wu Yu Tai is a renowned Chinese tea brand, primarily known for its jasmine tea. Its higher-end jasmine tea series, “Yu Tai Yi Xiang(御泰壹香),” exemplifies premium quality. The brand places a strong emphasis on expressing Chinese culture and Beijing’s urban identity through its products, which has helped it attract a new generation of consumers.

In 2025, the “Yu Tai Yi Xiang(御泰壹香)” series underwent a product upgrade, targeting the high-end consumer market directly. To align with Wu Yu Tai’s vision of building a modern and upscale tea image, we adopted a completely different creative and craftsmanship approach.

Brand Image

We have upgraded the logo, which now resembles a traditional Chinese seal—conveying authority and trustworthiness—while incorporating brushstroke elements inspired by the “upturned eaves” of Beijing’s traditional architecture, giving it a distinct regional character.

Distilling the Brand’s Core Value

We have defined the essence of Wu Yu Tai through three pivotal elements: the founding year “1887”, the number “9” which embodies its traditional tea-making artistry, and “3” which epitomizes the rigorous, three-stage quality control process that ensures excellence from source to finished product.

Color Palette

As Wu Yu Tai’s teas are frequently served at international conferences, we have curated a primary color palette of Chinese Red, International Blue, and Gilded Gold. This combination creates a visual identity that is both exceptionally elegant and luxurious.

Symmetrical Structure

The visual inspiration is drawn from the enamel painting of Chinese porcelain, where scrolling floral patterns are commonly used. We have incorporated jasmine flower elements into this motif, creating a unique signature for the Wu Yu Tai brand. The overall symmetrical composition symbolizes stability

and peace in Chinese culture, much like the soothing effect of drinking jasmine tea.

Jasmine Medallion Pattern

The inspiration for this gift box comes from the traditional Chinese medallion pattern, which symbolizes reunion and perfection. The medallions featured on the box were entirely re-drawn by our artists, with jasmine flowers as the central theme, making the design instantly recognizable as a Wu Yu Tai product.

Beijing’s Mythical Creatures

Though compact, this gift box is rich in detail. Look closely at the four window cutouts—each showcases a classic Chinese window shape. Some are fan-shaped, symbolizing wisdom, while others are floral, representing prosperity… Inside each window, line-art illustrations depict mythical creatures from Beijing’s famous landmarks, here symbolizing “protection and peace.”

Process plan

Craftsmanship Challenge

Current regulations impose strict requirements on the pricing and weight of packaging materials. For example, gift boxes for tea are prohibited from having more than three layers of packaging, and the cost of the external packaging must not exceed 20% of the product’s selling price. This regulation presents a significant challenge for tea merchants, as it results in gift boxes for teas across different price points appearing largely similar in presentation.

Paper and Wood Structure

We adopted a composite structure of paper and wood, which preserves craftsmanship without exceeding the legal weight limits. The wood is crafted into a “pedestal”—a structural element typically used in architecture and sculpture. The presence of a pedestal shape instinctively evokes a sense of value and the need for protection.

Ink

We refined the ink formulation by incorporating Scodix printing technology. This creates patterns that appear translucent and three-dimensional, reminiscent of enamel artistry, yet with even greater brilliance on paper.

Product Philosophy · Collection Display