BEI LAICHA WANG
Freeze-Dried High Mountain Black Tea
Client
BEI LAICHA WANG
Service
Brand Visual Design
Packaging Design
Team
CD:Kevin
D:Jiabai
3D:Junfeng
T:2022.09
BEI LAICHA WANG
Service
Brand Visual Design
Packaging Design
Team
CD:Kevin
D:Jiabai
3D:Junfeng
T:2022.09
Following the launch of its upgraded packaging system, BEILAICHAWANG successfully moved beyond the price-driven competition of the traditional instant tea market and entered a broader range of premium retail channels, including curated tea boutiques, cultural gift stores, and upscale supermarket beverage sections.
Online, the brand expanded across trend-driven consumer platforms such as Douyin, Xiaohongshu, and Tmall, while also gaining strong visibility at major tea expos across China. The product quickly attracted widespread attention, with new releases selling out at offline exhibitions and strong demand emerging in younger coastal consumer markets.
Through a contemporary visual language rooted in modern landscape aesthetics, we created a packaging system that clearly differentiates the product from the highly homogeneous instant tea products currently on the market. As a result, the brand’s youthful and cultured image became more strongly established, while both product premium perception and shelf recognition improved significantly. Following the relaunch, sales achieved breakthrough growth, positioning the product as a promising standout in the emerging portable freeze-dried tea category.
Online, the brand expanded across trend-driven consumer platforms such as Douyin, Xiaohongshu, and Tmall, while also gaining strong visibility at major tea expos across China. The product quickly attracted widespread attention, with new releases selling out at offline exhibitions and strong demand emerging in younger coastal consumer markets.
Through a contemporary visual language rooted in modern landscape aesthetics, we created a packaging system that clearly differentiates the product from the highly homogeneous instant tea products currently on the market. As a result, the brand’s youthful and cultured image became more strongly established, while both product premium perception and shelf recognition improved significantly. Following the relaunch, sales achieved breakthrough growth, positioning the product as a promising standout in the emerging portable freeze-dried tea category.
BEILAICHAWANG is a young tea brand focused on modern portable tea beverages. The brand aims to break away from the cumbersome brewing rituals traditionally associated with tea, making high-quality tea more compatible with the fast-paced lifestyle of contemporary consumers.
This Freeze-Dried Flash-Extracted High Mountain Black Tea is made from carefully selected black tea leaves sourced from high-altitude tea gardens in Sichuan. Using an advanced freeze-dried flash-extraction process, the product preserves the tea’s original aroma and natural qualities to the greatest extent possible, while delivering a convenient 3-second dissolve in both hot and cold water, with no sugar and no additives.
Packaged in lightweight individual stick packs, the product is designed for a variety of everyday occasions, including office use, commuting, travel, and relaxed moments at home. It is created for younger consumers who appreciate tea culture while also pursuing an efficient and refined lifestyle — offering a cup of high-mountain tea that can be enjoyed anytime, anywhere.
This packaging project was developed around four core qualities: poetic landscape aesthetics, youthful minimalism, portable light-drinking convenience, and a strong sense of origin.
Rather than following the flashy, internet-driven visual style often seen in the instant tea category, we chose to dig deeper into the product’s high-mountain origin and tea heritage. Layered mountain forms were developed as the central visual element, while soft gradient tones were used to evoke the misty atmosphere of high-altitude tea gardens, making the product’s place of origin visible through the packaging itself.
The typography also subtly incorporates the spirit of tea culture. Its flowing, expressive lines echo the meaning behind the name BEILAICHAWANG — a sense of gathering, sharing tea, and enjoying conversation between people.
The layout is clean and restrained, reducing excessive promotional language and instead highlighting the product’s core selling points: freeze-dried flash extraction and premium high-mountain tea leaves. The full visual system extends across the gift box, individual sachets, e-commerce product pages, and new media promotional materials, forming a highly recognizable design language for a new generation of portable tea beverages.
By enhancing the perceived value of freeze-dried tea through design, the project successfully aligns product quality, youthful positioning, and contemporary aesthetics, supporting BEILAICHAWANG’s transition from a traditional tea product into a modern, premium, and portable tea brand.