흥미로운 경험 유도를 통한 브랜드 리주버네이션 패키지 디자인- 중국 시후 용정차를 중심으로 -

Abstract

Traditional Chinese tea brands are revamping their product packaging designs to reflect changing consumer needs and attract the Generation Z consumer group. The hassle of tea ceremony often discourages consumption, and creating an "interesting experience" to enhance brand competitiveness can be an important sales strategy. The purpose of this study is to propose a package design direction and design for Shihu Yongzheng tea using traditional sketching and generative AI (Midjourney) tools based on interesting design theories. This study benchmarks the package design of international tea brands with high recognition and strong design. It proposes a design strategy based on literature review, case comparison analysis, and SWOT analysis. At the same time, it proposes 12 package design sketches and selects two of them for AI-based improvement. Finally, a questionnaire survey was conducted among consumers, setting up five items of interestingness, uniqueness, aesthetics, evocativeness, and attention in the package design of Sihu Yongjung Tea, and analysed using Han Seung-moon's package design evaluation scale and a five-point Likert scale. The package design of Sihu Longjing Tea presented in the study provides consumers with a fresh and unexpected experience through a fun and unique feel, and contributes to changing the way Gen Z consumers think about traditional tea. The brand rejuvenation is expected to achieve the objective of diversifying the consumer base by raising the expectation of the brand and the purchasing power of longjing tea through an interesting experience-based brand rejuvenation.