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MING XIANG GOOD TEA is a heritage tea brand in Chiayi, Taiwan, with over 50 years of history. This rebranding project centers on the theme 鈥淎 Good Cup of Tea to See the Beauty of Taiwan鈥� , transforming a traditional tea shop into a modern cultural brand with global appeal.
The visual identity blends the Formosan sambar deer and tea-plucking woman from the brand logo with illustrations of Taiwan鈥檚 landmarks and tea mountains, reflecting the deep bond between tea and local culture.
The packaging uses a modular gift box design with vibrant orange tones inspired by roasted oolong tea, conveying warmth and premium quality. The double-compartment structure allows customers to freely select two flavors from 20 varieties, offering a highly personalized gifting experience.
Each inner sleeve includes bilingual brand and product information, along with a 6cm circular brewing guide that intuitively helps users scoop the perfect amount of tea鈥攏o tools needed.
A newly developed single-serve tea bag format meets the modern demand for portability and convenience, allowing Taiwanese tea to reach new audiences, both locally and abroad.
Beyond visual updates, the packaging offers multiple functional advantages:鈥ㄢ�� Supports ESG values: 鈥╰he built-in handle removes the need for extra bags, while the sleeve doubles as a product brochure and brewing guide, reducing waste and extending usability.
鈥� Enables global communication: 鈥╞ilingual content bridges language gaps and clearly conveys the brand story to international customers.
鈥� Strengthens brand identity: 鈥╟ustom illustrations and a cohesive visual system enhance recognition and deepen product-brand connection.
At Taiwan鈥檚 July Tea Expo, the revamped packaging helped the brand stand out, drawing more than double the engagement and sales compared to other local tea brands.