Design: Direction – Design & Branding Agency
Project Type: Produced, Commercial Work
Client: The tealicious land of Lili
Location: Vietnam
Packaging Contents: Tea
Packaging Substrate / Materials: Paper
Printing Process: Digital printing

Back to 2016, Lili was a brand new tea business in Hanoi, Vietnam, with the product lines mainly imported from England. From then until now, their target consumers are office lady or female who have a distinctive lifestyle and likely been studied or travel abroad.

Lili had a difficult question to solve: How to sell Western tea in a country where the citizens already had their own tea culture? They came to us with a hope to have nice packaging which could help them solve the question.

After a lot of research and thinking and fighting, we came up with a big idea: Lili did not sell normal tea, but the tea of emotion. We want to represent this product lines as a source of emotional support, a companion with the customers’ feelings – both positive and negative ones.

To visualize this message, the concept for 5 main packages was: one girl representing for one emotion appears in the front, surrounding her are images of flowers, fruits, leaves – the ingredients of each kind of tea.

  • Fruit tea – A tea of joyfulness: A girl with a sweet smile on her face
  • Black tea – A tea of melancholy: A girl with closed eyes, sad face
  • Herbal tea – A tea for meditation: A girl with a relaxing and calm facial expression.
  • Green tea – A tea of astonishment: A girl with surprising facial expression.
  • Rooibos tea – A tea for a tough day: A girl with a determined look.

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via Packaging of the World – Creative Package Design Gallery