Project 2T4T - Branding for Chinese Tea

In 2023 I launched a CSP project in which I set out to explore new ways to market authentic Chinese tea products to young adults around the world. Even now, most people's exposure to chinese tea products lie in either milk tea or high-end tea leaves packaged in tin cans marketed towards 40 year-old or above consumers, so we wanted to design a series of chinese tea packaged in boxes that would appeal to 20 - 30 year-old buyers worldwide.

The inspiration of our designs as well as the name 2T4T (which is a play on 'twenty four tea') came from the ancient Teaism term of 'The 24 Tastes of Tea' that had multiple variations across China. The 24 tastes would include tasting notes such as 'sourness',  'bitterness',  'moist' and 'claraity'. We selected four types of tea popular among young tea-drinkers in China, and based the designs off of their places of origins, as well as their flavors among the '24 Tastes'.