STUDYING THE SUCCESS OF CHAGEE'S PACKAGING DESIGN TO DEVELOP ANHUA DARK TEA PACKAGING FOR NEW GENERATION OF CONSUMER GROUPS

Abstract

This study examined the unique characteristics of Anhua Dark Tea and explored how its packaging design could be modernized to appeal to the new generation of consumers, inspired by the success of CHAGEE’s packaging. Through a comprehensive analysis, this research identified key design elements contributing to the success of CHAGEE’s packaging, including the integration of traditional cultural symbols, modern visual aesthetics, sustainable materials, and interactive digital elements. A mixed-method approach was employed, incorporating literature review, case studies, field investigations, and qualitative interviews with tea industry professionals and design experts. The study aimed to analyze the unique characteristics of Anhua Dark Tea’s existing packaging and the key factors that make CHAGEE’s packaging design successful.Findings indicated that Anhua Dark Tea could modernize its packaging by incorporating cultural storytelling, enhanced portability, eco-friendly materials, and interactive digital features like QR codes. By adopting these strategies, Anhua Dark Tea could attract younger consumers, enhance its brand appeal, and increase its competitiveness in both domestic and international markets. This study contributed to the field of packaging design by providing insights into the fusion of tradition with modernity, and offered a model for revitalizing traditional tea brands to meet the demands of contemporary consumers.

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