Established in Water Curtain Cave, Mount Wuyi in 1644, RUIQUAN boasts a nearly 400-year-old rock-tea-making technique. Besides producing rock tea, RUIQUAN also shows kind and generous philosophy of life through rock tea culture. The package design is based on the concept "wise tips for life". In Chinese classic stories, the following plot is often depicted--A wise person wrote several tips for difficulties on slips of paper and put them into small silk bags, for leading roles to read and be inspired while encountering difficulties. In terms of the three meaningful teas that have been picked, we depicted three main lucky birds to symbolize three virtues--"treating wise people well", "modesty" and "keeping promises". Meanwhile, emphasizing the characteristics of Mount Wuyi with its famous scenic views, such as Jade Girl Peak, "Ban Tian Yao (a kind of rock tea)" and Nine-Bend Creek. Regarding the color of the package, we chose bright gold, as symbols of tea, sunlight and Mongolian milkvetch root, as the primary color to deepen the impression that RUIQUAN is the representative brand of Wuyi rock tea. Anticipating that tea lovers feel the universal values which tea producers of RUIQUAN conveyed to the world through the aroma of rock tea.

This case focused on passing down this cultural heritage and conveying values. Before conducting the design, we thoroughly researched the traditional rock tea culture by studying RUIQUAN’s history that has been lasting for 12 generations. We gave the packages brand new stories by integrating the spirit of tea producers and Eastern values. RUIQUAN shows 3 most important principles while dealing with people by its three most representative teas, making people see its profound morals which it has learned while making teas.

After developing for nearly 400 years with its rock tea making techniques, RUIQUAN now owns over 16 acres of tea plantations with an annual output of over 5,000 kilograms and annual sales of more than 10 million dollars. RUIQUAN not only is the iconic brand among Chinese rock tea brands, but also a high-end tea exclusively for the government for reception.

RUIQUAN takes “Concentrate on self-discipline and be moral”, “Indifferent to fame and wealth” and “The virtuous bears great responsibilities” as the core principles of the enterprise. Holding the spirit of passing down tea tasting culture, RUIQUAN established “Ruiquan Rock Tea Museum” to preserve precious traditional rock tea making techniques. This museum has become an ideal platform for friends among the tea industry and overseas tea lovers to communicate profound Wuyi rock tea culture. What is more, it has also become one of the diplomatic reception sites for the government.

RUIQUAN: Rock tea production, brand sales, brand promotion PH7 Creative Lab: Brand naming, brand positioning, brand strategy, brand visual design

“Striking a balance between rationality and sensibility for the brand” as the core principle of PH7, we studied the present and history of RUIQUAN in the initial phase. By doing so, we refined 3 principles dealing with people, and simplified profound universal values to express it through packages. In terms of the package, by ensuring the spirit of passing down the legacy and incorporating creative thinking into the design, we make the packages highly distinctive, boosting the benefit of brand promotion in domestic and international markets.

Withim 3 to 6 months Less than 400,000 to 600,000 （Chinese yuan）

Regarding the case, the visual design integrated rock tea culture and principles dealing with people through classic Chinese stories. In the distinctive form of the combination of lucky birds and small silk bags, we visualized the stories of 3 major teas of RUIQUAN, and deepened the spirit of rock tea. We expect people from different cultural backgrounds to resonate with this, then comprehensively expand rock tea culture and pass down the traditional tea making technique.