La Che
Reimagining Vietnamese tea
THE CLIENT
Embarking on a venture to establish a new Vietnamese tea brand, entrepreneurs Linh and Minh Tran aspire to create an elegant and classy identity for global export. With a focus on sophistication, their rebranding project aims to craft a visual language that resonates with international markets while showcasing the refined essence of Vietnamese tea.
THE BRIEF
Create a complete visual identity & develop product ideas for a new Vietnamese tea brand aligning with the core values & mission of its founders.
GENERAL INFO
Timeframe
Oct-Nov, 2022
Role
Researcher, Designer
Categories
Identity System
Credits
Professor: Hans Schellhas
Feedback from communication design students
PRODUCT AUDIT
Realizing there's a gap in the tea market for premium accessible products (that sweet spot that cues premium quality but doesn't alienate everyday consumers), we decided to build La Che into a brand that fits directly there.
PROJECT GOAL
Communicate a unique visual story about a premium accessible tea brand from Vietnam that embraces elegance.
Position La Che to be the go-to brand for special occasion gifts.
TARGET AUDIENCE
— Discerning tea enthusiasts
and connoisseurs
— Individuals appreciating the artistry of tea-making
— Consumers willing to invest in high-quality, ethically-sourced products
— Those seeking a sophisticated
tea experience
— Curious about exploring
premium teas
— Interest in the elegance and cultural richness of Vietnamese tea
“Some people will tell you there is
a great deal of poetry and fine sentiment in a chest of tea.”
MOOD BOARD
LOGO CREATION & PATTERNS
EXPLORATIONS
FINAL PRODUCT LINE
