Dongsuh ‘MALGUN TEA &’
Ready to drink (RTD) tea packaging
The Dongsuh RTD tea product was struggling to keep up with the market trend due to its outdated and old brand image and thus failing to appeal to their main target, young females aged 20 to 30, as well as the "healthy" market trend. By creating a new brand concept as the "Slow Drink" to suit the people's healthy lifestyle, the brand name was created. (malgun: clear) (tea) meaning CLEAR TEA. The word has a double meaning; "&" providing more value from the drink and the second; “when." We visualized a girl enjoying her slow, healthy lifestyle in different time and weather while surrounded by the key ingredient she is drinking.
Date of Launch
2016
Development Time
up to 12 months
Target Regions
Asia
Target Groups
Consumer / User