A BOTTLE DESIGNED TO NEVER-FALL-ASLEEP

TitleA BOTTLE DESIGNED TO NEVER-FALL-ASLEEP
ClientMAI TAN
Product / ServiceICHITAN DRAGON BLACK TEA
CategoryB02. Drinks
EntrantY&R THAILAND Bangkok, THAILAND
Entrant Company Y&R THAILAND Bangkok, THAILAND
Advertising Agency Y&R THAILAND Bangkok, THAILAND

Brief Explanation

Thailand's bottled tea market has become extremely flooded with brands in the last couple years, so consumers are feeling all brands look and taste the same. Therefore, our challenge was to bring new excitement into the market and make it relevant and cool with consumers while communicating the product's unique selling point that it contains a big caffeine hit; which not everyone knows black tea can wake you up.

The Brief

The Ichitan drinks company wanted to create new packaging for its latest product line, Ichitan Dragon Black Tea. The new product contains high levels of caffeine which serves as an alternative to coffee or energy drinks.

How the final design was conceived

The design derives from childhood inflatable punch bags which we felt demonstrated the product's unique selling point. 'strong caffeine that wakes you back up again' so we took the same technique and applied it to the bottles design to explain you'll bounce back up once the drink is consumed.

Indication of how successful the outcome was in the market

Other than drinking, consumers enjoy playing with our product. This packaging has been popular among teenagers and created a strong perception that those who drink Ichitan Black Tea will bounce back up and keep on going thanks to its strong caffeine hit.

Credits

Name Company Position
Sasi Intarakamhaeng Pts Progressive Prototype Supervisor
Cine Sound Cine Sound Sound Studio
Visionary Visionary Illustrator/Photo/Retouch
Anucha Charoensuk Y/R Thailand Computer Artist
Ong-Art Chanatipakul Y/R Thailand Creative Services Manager
Watchara Eamsangsai Y/R Thailand Photographer/Editor
Fawalai Sawasdiwethin Y/R Thailand Production Co-Ordinator
Tanabodee Nelabusabanon Y/R Thailand Print Producer
Kamonthip Pa-Obthong Y/R Thailand Producer
Amornmarn Rattanarakpinyo Y/R Thailand Producer
Chutima Imratana Y/R Thailand Creative Secretary
Narissara Uthaiwattanathon Y/R Thailand Planner
Rattanawadee Lertviriyavanich Y/R Thailand Business Director
Chananut Phromdej Y/R Thailand Copywriter
Adam Miranda Y/R Thailand Copywriter
Ed Ong Y/R Thailand Copywriter
Possanunt Charoenkijkajorn Y/R Thailand Designer
Veris Na Songkhla Y/R Thailand Head Of Design
Trong Tantivejakul Y/R Thailand Chief Creative Officer
Marcus Rebeschini Y/R Thailand Chief Creative Officer