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Mycha Tea Capsules represents a brand of instant tea beverages, offering packaging for five varieties: Pear Mountain Oolong Tea, Peach Blossom Black Tea, Biluochun Green Tea, Baihao Yinzhen Tea, and Chrysanthemum Eight Treasures Tea. The packaging is designed to enhance brand recognition and recall amidst a competitive landscape of tea products, fostering a clear and enduring brand identity among younger consumers. Key design elements emphasize personalization, diversity, social engagement, and experiential aspects.
The predominant color of the brand is moss green, a neutral hue that features strong recognition and resembles the natural color of tea. This preserves the cultural essence of traditional tea and embraces a modern sense. Additionally, the packaging style is characterized by stability and neutrality, aligning well with the preferences of the target audience with high purchasing power and an appreciation for quality.
The distinctiveness of this design is rooted in the transformation of the original meaning of "Mycha," which has a derived meaning of "my tea". It can be converted into "I' (a specific tea)." This shift serves as a powerful representation of the brand name "Mycha" and its unique expression. The brand name "Mycha" is associated with this specific expression, and both elements are prominently featured across all consumer touch points to enhance brand recognition and facilitate a shift from passive awareness to active identification among consumers. The design effectively fosters brand consistency and enhances memory.
Mycha has created unique animal imagery for each of the five tea varieties, conferring them with distinct character traits that resonate with the attitudes and lifestyles of the intended consumers, promoting greater consumer engagement. Additionally, the product names are crafted with keyword significance, incorporating puns that align with their preferences. This approach not only personalizes and differentiates the design but also endows the products with unique social attributes.