Title | A BOTTLE DESIGNED TO NEVER-FALL-ASLEEP |
Brand | MAI TAN |
Product / Service | ICHITAN DRAGON BLACK TEA |
Category | B02. Drinks |
Entrant | Y&R THAILAND Bangkok, THAILAND |
Entrant Company | Y&R THAILAND Bangkok, THAILAND |
Advertising Agency | Y&R THAILAND Bangkok, THAILAND |
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 |
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 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.
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.
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.