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2023.09
Amway Limetree Tea Collection
암웨이 라임트리 티 컬렉션
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CLIENT
한국암웨이(주)
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Packaging
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THE CLIENT
클라이언트
Lime Tree, a brand under Amway, pursues a natural food ethos, crafting teas imbued with the essence of nature through rigorous quality control. Born from leaves harvested from wild tea trees in Hadong, Gyeongsangnam-do, Lime Tree offers three new products: organic brown rice green tea made from hand-picked tea leaves, rooibos harvested from the Cedarberg Mountains in South Africa, and honey apple chamomile made from chamomile produced in Croatia. Lime Tree aims to provide a lifestyle of relaxation and healing through a cup of tea brimming with nature.
암웨이의 라임트리는 자연지향 먹거리를 추구하며 엄격한 품질 관리를 거쳐 자연의 맛을 담아 탄생한 티 브랜드입니다. 경상남도 하동의 야생 차나무에서 채엽한 찻잎으로 만든 유기농 현미녹차와 남아프리카공화국 세더버그 산맥에서 자생하는 루이보스, 크로아티아에서 생산된 캐모마일로 만든 허니애플 캐모마일까지 3가지 신제품을 출시하였습니다. 자연을 가득 머금은 라임트리의 차 한잔으로 휴식과 힐링이 느껴지는 라이프 스타일을 제공하고자 합니다.
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THE OBJECTIVE
목적
Amway’s Lime Tree aims to launch three flavors of infused teas and establish its own sophisticated package design system. YNL Design, based on Lime Tree’s high-quality ingredients, natural fragrances, and wellness-oriented brand values, has developed a systematic package design system. By providing a new package design system, YNL Design seeks to establish Lime Tree as a tea brand that not only promotes health but also offers a lifestyle of relaxation and healing through tea consumption.
암웨이 라임트리는 3가지 맛의 침출차를 출시하여 라임트리만의 감도높은 패키지 디자인 시스템을 구축하고자 합니다. 이에 YNL Design은 라임트리의 품질이 좋은 성분, 자연을 담은 향, 웰빙지향적인 라임트리만의 브랜드 가치를 바탕으로 체계화된 패키지 시스템을 개발하여 새로운 패키지 디자인 시스템을 제공하고 있습니다. 차를 마심으로써 건강은 물론 휴식과 힐링이 느껴지는 라이프 스타일을 제공하는 차 브랜드로 자리매김 하고자 합니다.
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THE SOLUTION
해결방안
YNL Design utilized Kwon Kija’s artwork “Accumulation of Time” as a graphic motif, representing raw materials that have accumulated over time. Through minimalist and aesthetic layouts, Lime Tree offers a brand experience akin to enjoying an exhibition while savoring tea, providing a sense of calm relaxation and leisure. The color system extracts colors from each artwork to create a systematic look and feel, ensuring that the fragrance and taste of the products are intuitively conveyed.
YNL Design은 권기자 작가님의 ‘시간의 축적’이라는 작품을 그래픽 모티브로 활용하여 오랜 시간을 통해 켜켜이 쌓여 만들어진 원료를 표현했습니다. 모던하고 감각적인 레이아웃을 통해 전시회를 감상하듯 차를 마시며 평온한 휴식과 여유를 느끼는 브랜드 경험을 선사합니다. 컬러시스템은 제품의 향과 맛이 직관적으로 전달 될 수 있도록 각 작품에서 컬러를 추출하여 체계적인 룩앤필을 구축하였습니다.
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