Baojing Golden Tea: Elevating Packaging Through Cultural Immersion

Pica has unveiled a regional public brand strategy for Baojing Golden Tea, marking the most significant upgrade in the tea’s history. This strategic move is set to transform the perception and market positioning of Baojing Golden Tea. At its core lies a vision for Baojing Golden Tea as the ultimate high-end business gift, elevating the brand’s status to new heights.

This strategic initiative is designed to immerse tea enthusiasts in the rich cultural tapestry of Baojing and its prized golden tea. By offering a comprehensive understanding of the region’s heritage, cultivation practices, and the tea’s exceptional qualities, Pica aims to position Baojing Golden Tea as a symbol of taste, sophistication, and cultural significance.

Shuwei Qi, Head of Pica, shared his creative journey in developing the concept of returning to the cultural roots of Hunan province.

Pica’s Strategic Concept for Baojing Golden Tea

Baojing in Hunan province is the birthplace of Golden Tea. Due to the region’s ideal conditions, trees can thrive for 400 years. The Miao people, with their deep connection to the land and herbal knowledge, have shaped the legacy of Baojing Golden Tea, infusing its story with mystery and healing.

Pica repositions the market for Baojing Golden Tea, recognising its scarcity and uniqueness as the “Sacred Mountain of the Miao Ancestors, High-end Green Tea.” This highlights the differences between Baojing Golden Tea and ordinary green tea. This exclusivity makes every sip a unique and privileged experience.

Baojing Golden Tea: Packaging as a Storyteller

Inspired by the ancient Miao village, where skilled artisans have crafted a legacy of intricate ethnic patterns and whispered tales of the past, the design is woven with these elements like a rich tapestry. Symbols such as the butterfly and circle, imbued with profound cultural meaning, are central to the final concept, emphasising the design’s depth and symbolism.