Research on the Design Practice of Chinese Tea Packaging Under the Perspective of Brand Culture

Discussing the basic strategy of contemporary Chinese tea brand packaging design from the perspective of brand culture and how packaging, as the core element of tea brand communication, influences consumers' purchasing judgment. According to the characteristics of cultural attributes of Chinese tea and packaging, the role of tea packaging in the dissemination of tea culture and the shaping of tea brand image is analyzed. Aiming at the status quo that China's tea industry is big but the brand is not strong, we put forward the design idea of using tea packaging as a carrier, integrating diversified cultural forms, and enhancing the image of China's tea brand. Tea brand packaging design is subject to multi-dimensional influences and is a product of the interweaving of history, humanity, aesthetics and modern life. Tea packaging with brand culture connotation can stimulate the interest of consumers, from the "brand story, identity, regional culture, the idea of creation" four aspects can effectively achieve the purpose of building tea packaging brand culture connotation.

Tea culture, brand culture, tea packaging, design practice

1. Zou Xia. (2019). Exploring the modern packaging and design of tea culture. Fujian Tea (05), 112-113. [Google Scholar] [Crossref]

2. Zhao Heling, Wang Jun, Yuan Zhongjin & Ma Tao. (2014). Research on the construction of genealogical map and inheritance path of cultural genes--Taking the cultural genes of ancient Yunnan as an example. Modern Urban Research (05), 90-97. [Google Scholar] [Crossref]

3. Fei, Xuewen. (2023). Tea Packaging Design. Fujian Tea (02), 84-86. [Google Scholar] [Crossref]

4. Li Derong. (2019). Research on cultural innovation and consumer psychology of tea packaging. Business Economics(07),45-46. [Google Scholar] [Crossref]

5. Meng Ru & Gu Yangli. (2021). Shaping and Innovative Communication of Rural Tea Enterprises' Own Tea Brands under the Perspective of Synergy Theory--The Case of Hangzhou "Meilong Cao Tang". Journal of Guangxi Institute of Vocational Technology (06), 10-17. [Google Scholar] [Crossref]

6. Zheng Shunyun. (2024). Narrative strategy of Northeast Chinese brands. Brand Marketing of Old Firms (03), 6-8. [Google Scholar] [Crossref]

7. Xu Man. (2020). The influence of brand stories on brand attitudes (Master's thesis, Guangdong University of Foreign Studies). Master's degree. https://link.cnki.net/doi/10.27032/d.cnki.ggdwu.2020.000763doi:10.27032/d.cnki.ggdwu.2020.000763. [Google Scholar] [Crossref]

8. Wang, Ru. (2023). Brand revitalization strategy of old brands. Cooperative Economics and Technology (16), 73-75. doi:10.13665/j.cnki.hzjjykj.2023.16.025. [Google Scholar] [Crossref]

9. Pan Hu. (2021). On the Social Attributes of Product Packaging. Design (16), 50-53. [Google Scholar] [Crossref]

10. Yu Yuanpei. (2008). A Review of Baudrillard's Theory of Consumer Society. Fudan Journal (Social Science)(01),15-22. [Google Scholar] [Crossref]

11. Pan Hu. (2021). On the Social Attributes of Product Packaging. Design (16), 50-53. [Google Scholar] [Crossref]

12. Chen Xiangyan. (2022). Exploration of marketing strategy of Chinese tea regional brand under the perspective of tea culture. Straits Science and Industry (04), 72-75. [Google Scholar] [Crossref]

13. Xiong Xuan. (2020). Problems and Countermeasures in Packaging Design of Tourism Commodities. 2020 "Red Bronze Drum" China - ASEAN Art Education Outstanding Thesis Collection, 156-164. [Google Scholar] [Crossref]

14. Li Chun, Sun Fengxiao, Jiao Yang, & Qin Jingyan. (2021). Research on the design of regional culture cultural and creative products based on Morris semiotics. Packaging Engineering (20), 188-195. doi:10.19554/j.cnki.1001-3563.2021.20.019. [Google Scholar] [Crossref]

15. Xiong Xuan. (2020). The Beauty of "Shape and Decoration" of Nixing Pottery in Contemporary Design Context: An Appreciation of "Zhuangfeng Mingyun" Series of Nixing Pottery Tea Ware. Art Appreciation (33), 83-85. [Google Scholar] [Crossref]

• Pragmatics Misfire: An Analysis of Misconstrued Implicature
• In the Threshold of Darkness: Visualizing Power, Identity, and Ambiguity in Datuk H (2026)
• Managing Workload among Public Elementary Schools Through Ancillary Equilibrium and Academic Excellence
• Narrative Review: Integrating Drawing Modules to Empower Non-Option Teachers in Visual Art Education
• Stitching and Printing Ghana’s Past: Exploring Historical Narratives through Textile Design