From a passion for travel and good food
to creating the definitive tea experience
Background to the development brief*
Jing travel the world to bring food lovers Asia’s greatest and rarest teas. Jing’s Teas are enjoyed in the world’s top restaurants, hotels, shops and airlines as well as by the public through their online store.
The concept brief
Reposition Jing as THE alternative to traditional
teas and coffees to the nations food lovers.
To start with we defined Jing’s proposition. Following research and internal workshops we agreed that Jing truly is - ‘The definitive tea experience’.
Our solution focused on a rich journey of discovery.
A multi-layered approach helps people uncover Jing’s depth of knowledge, passion and craftsmanship.
The brand definition and proposition, look and feel, structural packaging, sales tools and website ideas.
*Although this design was not adopted in the marketplace, we are grateful to Jing for allowing us to show this developmental work.