The core concept of this project is developed from the characteristics of tea product inheritance and development over a long period of time. Based on this, the inheritance and improvement in the process change of tea products are conveyed by the change of the style of Chinese characters in different ages. It is worth noting that the difference between Chinese characters and Western languages is that Chinese characters, in addition to their character recognition function, are pictographic and semantic, which makes them have a deeper meaning.

The target customers of this design are middle and high-end consumers aged 25-45. Brand stories, special product structure and oriental charm are the starting point of this design. Relying on the epic of Tea-Horse Road, combined with the special product structure of tea pillar and tea cake shape, the oriental charm is the main tone and the main cultural flavor.