Continue to write classics, empower a century
As a time-honored tea brand, Zhang Yiyuan has a rich product line. How to plan the product line system correctly? It is a practical problem currently facing, and it is imperative to make a comprehensive plan to meet the market demand. The framework of Zhang Yiyuan's three mainstream product lines organically divides hundreds of products, including Jasmine's exclusive product line, Zhang's brand exclusive product line, and e-commerce product exclusive line. The product positioning is different, and the main market is also more refined. Jasmine represents the mainstream brand positioning of Zhang Yiyuan. The offline stores carry a rich product line of Zhang Yiyuan brand tea, and Zhang Yiyuan’s online e-commerce series of teas mainly expand the consumption of young people. Market space also plays the role of brand market pioneer. The biggest difficulty in Zhang Yiyuan's packaging design work is that it retains the sense of history of Zhang Yiyuan's century-old brand, and integrates the plasticity of current artistic aesthetics. "Reviewing the old and learning the new" is both traditional and modern, and continues to rise in collisions. Jasmine tea has always been the core category in Zhang Yiyuan's brand communication. The purpose of creating an exclusive visual symbol of jasmine is to make it more popular with the mainstream awareness of the category; At the same time, it also combines Zhang Yiyuan's overall brand strategic layout, and reaches a consensus on the positioning of "new Chinese packaging design". Based on the historical sense of Zhang Yiyuan's cultural brand, it injects modern fashion elements, from packaging color, form of expression, aesthetics In terms of structure and other aspects, it is fully built in 360°.