視覺年輕化導入在地茶葉包裝－以三峽碧螺春為例

Visual Rejuvenation Implementation to Local Tea Packaging- A case study of Sanxia Biluochun

謝淳鈺(Cynthia chun-yu Hsieh)

《傳承與創新-文化混血的設計創意》 十五屆 (2016/12) Pp. 671-686

https://doi.org/10.6678/IICHC.2016.45

摘要

茶是我國傳統飲料，更是台灣重要經濟作物之一，然而這幾年來，有不少台灣製茶師被高薪挖角到對岸及國外，配合當地大規模企業化的經營，大量生產低價位、低品質的「偽台式茶葉」，造成本土茶葉產銷上嚴重的沖擊。基於此，本研究針對台灣茶種進行品牌年輕化之變革，選定新北市三峽區當地茶種：碧螺春為實驗對象，透過訪談以及設計實作，落實視覺年輕化之茶葉形象建構，期望達成幾點目標：1.開拓未開發之隱性飲茶客源，例如年輕人或者女性客源。2.提升產品識別度。3.建立品牌，以拓展國際市場。本研究一共完成五項商品：產品主視覺、識別商標、茶葉真空袋、手提袋、茶葉紙罐、兩款的精裝禮盒，並於結論中提到對於茶葉品牌年輕化所可進行的相關行銷策略與通路。本研究為一實作型研究，主要操作在於設計的完成，以及與在地茶農的鏈結，並期望能以此為契機，為台灣茶包裝注入一股新活力。

關鍵字

三峽碧螺春 ； 茶葉包裝 ； 品牌視覺化

並列摘要

Tea is a traditional drink of Taiwan, not only it presents the great Chinese culture, it is also one of the important economic crops in Taiwan. However during recent years, many Taiwanese tea maker was hired by the companies at Mainland China. With their local large-scale enterprise management style, those companies conduct mass production of the Low-quality and low price ＂Taiwanese like tea＂. This situation inevitably has a great impact on productions and sales of our local tea companies in Taiwan. The main point of this research is initially based on this current situation and with the idea of transforming the existing brand image to a more appealing image for younger customers. We will select the local tea species in Sanxia area of Xinbei City, Biluochun, as our target experimental subject. Through interviews and design practices, we believe we can present Biluochun to a younger generation with a whole new fresh design. We will have the following goals for us to achieve. 1. To identify our potential target customers, such as female or young customers. 2. To enhance product recognition. 3. To well-establish the brand awareness so we can better expand our brand to the global market. There will be five products to be introduced after the completion of this research: The main visual presentation of the product, identification of the trademark, vacuumed tea bags, handbags, tea paper cans and two deluxe gift boxes. We will summarize the practical sales channels and marketing strategies in our research's conclusion. This study is based on a practical research and will be executed via a complete design concept and the cooperation with the local tea farmers. Through this in-depth research and innovative design study, we are looking forward to helping our Taiwanese tea company to start a whole new chapter with the modernized packaging and marketing strategies.

並列關鍵字

Sanxia Biluochun ； Branding ； Tea Packaging