EVER TRUST TEA “MOUNTAIN TERROIR”
長信名茶 山頭氣
Sipping tea is like reading a book—unfolding the distinct character and flavor of every high mountain peak.
Ever Trust Tea is a classic Taiwanese brand with a 50-year heritage. They sought to repackage their premium High-Mountain Oolong to appeal to a younger, literary audience while honoring their traditional roots.
How do we visualize the abstract concept of "MOUNTAIN TERROIR" (the unique tea flavor defined by different mountain peaks) and transform it into a tangible, immersive unboxing experience
Commercial Impact: Result: The redesign successfully revitalized this classic brand.Best-Seller: Achieved a monthly sales volume of 1,000+ gift sets and 10,000+ tea canisters immediately after launch, successfully transforming traditional tea culture into a symbol of modern lifestyle aesthetics.
Ever Trust Tea is a classic Taiwanese brand with a 50-year heritage. They sought to repackage their premium High-Mountain Oolong to appeal to a younger, literary audience while honoring their traditional roots.
How do we visualize the abstract concept of "MOUNTAIN TERROIR" (the unique tea flavor defined by different mountain peaks) and transform it into a tangible, immersive unboxing experience
- Reading the Tea We redefined the act of tea tasting as a form of "reading." The packaging structure mimics a hardcover book. Upon opening the gift box, the consumer is greeted by a panoramic mountain landscape, acting as the opening chapter of a book. The interior guides invite users to "read" and savor the nuanced flavor notes from different mountain peaks.
- The Gift of Purity The set includes a Maifan Stone (Medical Stone) for water purification. This thoughtful addition ensures that every cup brewed highlights the purest, most authentic flavor of the high-mountain tea.
Commercial Impact: Result: The redesign successfully revitalized this classic brand.Best-Seller: Achieved a monthly sales volume of 1,000+ gift sets and 10,000+ tea canisters immediately after launch, successfully transforming traditional tea culture into a symbol of modern lifestyle aesthetics.
長信名茶 山頭氣｜「品茗如閱書：細讀每一座高山頂的獨特氣韻。」
長信名茶是台灣擁有 50 年歷史的經典品牌。他們希望將頂級高山烏龍茶重新包裝，在保留傳統底蘊的同時，吸引更年輕、更具文藝氣息的受眾。 挑戰： 如何將「山頭氣」（意指不同高山頂所具有的獨特茶風味）這一抽象概念視覺化，並轉化為具體且深刻的開箱體驗
以書入茶 我們將品茶的行為重新定義為一種「閱讀」形式。包裝結構仿照精裝書籍設計，當消費者打開禮盒，映入眼簾的是一幅壯闊的山巒景色，彷彿翻開了書本的首章。內頁引導使用者細讀並品味來自不同山頭的細膩風味。
純淨之禮 禮盒內特別附贈「淨水麥飯石」，這份巧思確保了每一杯沖泡出的茶湯，都能展現高山茶最純粹的原味。
商業成效
成果： 這次的設計成功活化了這個經典品牌。
暢銷佳績： 上市後立即創下熱銷紀錄，達成月銷禮盒 1,000+ 組與茶罐 10,000+ 罐的亮眼成績，成功將傳統茶飲轉化為現代生活美學的象徵。
長信名茶是台灣擁有 50 年歷史的經典品牌。他們希望將頂級高山烏龍茶重新包裝，在保留傳統底蘊的同時，吸引更年輕、更具文藝氣息的受眾。 挑戰： 如何將「山頭氣」（意指不同高山頂所具有的獨特茶風味）這一抽象概念視覺化，並轉化為具體且深刻的開箱體驗
以書入茶 我們將品茶的行為重新定義為一種「閱讀」形式。包裝結構仿照精裝書籍設計，當消費者打開禮盒，映入眼簾的是一幅壯闊的山巒景色，彷彿翻開了書本的首章。內頁引導使用者細讀並品味來自不同山頭的細膩風味。
純淨之禮 禮盒內特別附贈「淨水麥飯石」，這份巧思確保了每一杯沖泡出的茶湯，都能展現高山茶最純粹的原味。
商業成效
成果： 這次的設計成功活化了這個經典品牌。
暢銷佳績： 上市後立即創下熱銷紀錄，達成月銷禮盒 1,000+ 組與茶罐 10,000+ 罐的亮眼成績，成功將傳統茶飲轉化為現代生活美學的象徵。
An origin story revealed on opening MOUNTAIN TERROIR opens with a continuous mountain landscape, drawing attention to the tea regions and flavour notes inside. Its book-like tea gift box connects looking, reading and tasting, introducing the landscape behind the gift before the tea is taken out.
產地故事，隨開盒展開 山頭氣以連續山景作為開盒起點，將視線帶向內部的茶區與風味資訊。書本式茶葉禮盒串連觀看、閱讀與品茶，讓收禮者在取出茶品前，先認識禮物來自哪一片山頭。
FINE TAIWANESE TEA, PRESENTED FROM THE HEART
The soil of each place nurtures its own people and tea leaves with Taiwanese characteristics are no exception. Different mountains have their own latitudes and altitudes, and the microclimates of each tea producing region mean that the theanine content of tea leaves vary, creating a unique taste and aroma. Therefore, even the same tea variety has a different flavor. Nature nurtures the nutrients of tea leaves, which in turn bestows on us a flavorful gift of nature. Each tea has a unique "Mountain Terroir". One leaf of tea, a hundred different aromas.
The soil of each place nurtures its own people and tea leaves with Taiwanese characteristics are no exception. Different mountains have their own latitudes and altitudes, and the microclimates of each tea producing region mean that the theanine content of tea leaves vary, creating a unique taste and aroma. Therefore, even the same tea variety has a different flavor. Nature nurtures the nutrients of tea leaves, which in turn bestows on us a flavorful gift of nature. Each tea has a unique "Mountain Terroir". One leaf of tea, a hundred different aromas.
台灣茶葉，以誠哉茶。
一方水土養育一方人， 也養育出了具有台灣特色的茶葉。 不同的山頭各具其緯度與海拔， 在各色風光的環境中孕育出的微型氣候， 使得茶葉中茶氨酸的含量也有所差異， 形成了獨特的口感與香氣， 因此即便是同一品種， 風味也各不相同。 大自然蘊養了茶葉養分， 而一葉清茶又給予了我們美味的饋贈。 每一款茶， 都具有獨一無二的「山頭氣」。 一葉茶，百味香。
Logo Design / Luxury Tea Packaging / Gift Box Structure / Unboxing Experience / Photography Planning / Print Finishing Planning
Ever Trust Tea’s MOUNTAIN TERROIR brings Taiwanese high-mountain tea culture into luxury tea packaging. A book-inspired gift box opens onto mountain imagery, connecting the tea’s origins and individual character with visual storytelling, packaging structure and a considered unboxing sequence that turns tea gifting into an act of reading the landscape.
Ever Trust Tea’s MOUNTAIN TERROIR brings Taiwanese high-mountain tea culture into luxury tea packaging. A book-inspired gift box opens onto mountain imagery, connecting the tea’s origins and individual character with visual storytelling, packaging structure and a considered unboxing sequence that turns tea gifting into an act of reading the landscape.
標誌設計／高端茶葉包裝／禮盒結構／開盒體驗／攝影企劃／印刷工藝規劃／臺灣茶文化／書型茶禮盒／產地敘事
長信名茶「山頭氣」以臺灣高山茶文化為起點，將品茶轉化為閱讀山林的體驗。高端茶禮盒採用書籍式結構，開盒後展開山巒景色，透過包裝視覺與開啟順序，讓茶葉的產地特色與風味想像成為可被感受的贈禮敘事。
長信名茶「山頭氣」以臺灣高山茶文化為起點，將品茶轉化為閱讀山林的體驗。高端茶禮盒採用書籍式結構，開盒後展開山巒景色，透過包裝視覺與開啟順序，讓茶葉的產地特色與風味想像成為可被感受的贈禮敘事。