Customer Service: Lancang Ancient Tea and Tea Mother
Service Team: Lan Gu Gong Chuang, Jia Gu Wen Creativity | KK Studio | DTC Brand Innovation Center
Service Content: Brand Strategy | Packaging Design | Box Design | Chinese Tea Design | Brand Design | Tea Design
With the continuous "light drinking" of tea drinking, how can more new tea customers drink good tea more easily?


After 56 years of precipitation, Lancang ancient tea has very high-quality tea resources. It is hoped that more and more consumers will be able to taste real high-quality tea when they enter the tea. Encourage the tea industry to develop more vigorously, and at the same time cultivate more mature consumers for Lancang ancient tea.


Jia Guwen Creativity and Lancang Ancient Tea Jointly Create "Lan Gu Gong Chuang". For the first time, a new business model combining industry and creativity is used as a brand tea mother.®For the brand gathering point, in the traditional tea drink and new tea drink to seek a way that can not only retain the traditional tea taste, but also convenient and easy to drink tea.

What is design? Design is to make things better. we started from the brand gene and traced the underlying logic of the design. in the design process, we focused on two thoughts.


It is a function, that is, to enhance the stimulation of the product in the visual aesthetic level and stimulate the inner good mood of consumers. It also includes the continuous improvement in the visual senses, which makes the brand's initial impression more concise and modern, "clarity and comfort";

The other is emotion, which mainly focuses on how to refine and release the aesthetic significance of the tea mother brand.


In this design, we have introduced the fresher ruoye turquoise as the main tone and the symbol of "small triangle" as the symbol embodiment of tea mountain, which makes us feel the warmth, vitality and beauty from tea mountain. Hope to help the brand establish a complete brand vision system;

Tea has a magic power that makes ginseng impossible, as if it can slow down the time, so that people can feel at ease and taste all kinds of tastes when drinking tea. When making tea, it is always presented in a gentle and elegant attitude, which can easily appease the noisy mood of the city and let every tea-giver calm down and enjoy this "tea mountain roaming" time.


Drinking tea has been a piece of elegance since ancient times. Therefore, we divide the brand series of tea mothers into four characters: gentle and elegant. Each series has similar characteristics. As long as we remember the characteristics, we can quickly find the favorite tea products.

Good tea needs more details. The design of space determines whether people can have a deeper taste of tea. We start from different angles, based on the different tea drinking space structures of tea mothers, make detailed distinctions for different positioning.


With the youth of Chinese tea as the center, we will create a quintessence living field for urban people and explore the new business model of new Chinese tea.

Atrium shops are generally located in office buildings, etc., so the positioning is presented in the form of tea. On the tea side, the space is small but not cramped, and it is integrated into the overall space with stronger inclusiveness.


For the tired workers, hold up a world. Life is not limited to the hurried grid, but also the fragrance of tea and the distance.

The community store takes the tea room as its positioning, and integrates the pattern of a window and a room into a harmonious and open community environment.

A warm environment is more in line with the positioning of community stores. Compared with the tea square space, there is more space to share the story of the tea mother with the guests and taste the fragrance of tea carefully.

The flagship store is positioned as a tea hall. It has more space and more interaction, brings more and stronger interactive experience while drinking tea, and adapts to more different tea drinking needs and tea drinking scenes.


The internal environment design adheres to the natural and relaxed style system of the tea mother, mainly with log color and bright jumping green, and the interior is scattered like a delicate tea room.

Jia Guwen Creativity will naturally integrate the brand core into the expression of products and space with story creativity, and express the oriental aesthetics in a young and fashionable way. Let the new tea drink have both traditional tea emphasis and young tea vitality, deeply understand and explore the strategic positioning of the tea mother brand, and let the public good tea have both quality and aesthetic height.