Shanghai, China – WPP global design agency Design Bridge and Partners, has partnered with Kungfu Pu’er Tea, a producer of fine tea in Yunnan, to refresh its brand positioning, identity and packaging design system.
The partnership resulted in a new brand positioning and design system created by Design Bridge and Partners, which reinvents Kungfu Pu’er Tea as a wellness lifestyle brand made for ‘urban knights’ and designed for a new generation.
Furthermore, the rebrand aims to connect contemporary audiences with the ancient tea-drinking tradition. The new branding specifically celebrates the notion of tea as the “antidote” to the overwhelming, fast-paced lifestyle of modern society.
With the brand statement, ‘drink with the world and live a transparent heart’, the visual identity is inspired by the spirit of Chinese martial artists and kung fu warriors, a symbol of living life with a pure heart dedicated to others.
The swordsman logo of Kungfu Pu’er tea has also evolved from the traditional Chinese Wuxia knight to a contemporary marque, and the visual language for packaging and communications is formed as an artistic reinterpretation of Chinese traditional watercolor paintings, calligraphy, sculpture, rice paper and seal carving textures, reaffirming the spirit of ancient Wuxia knights and tea culture in the brand expression.
Kungfu Pu’er’s new identity will be adopted across communications and sales channels, and products with the new look and packaging are now on sale on TMall and JDMall stores.
