We’ve created a new brand concept as ‘Slow Drink’, produced with carefully grown crops to help suit the people’s healthy lifestyle. Based on the brand concept, a new brand name ‘MALGUN TEA &’ was created; a compound word of ‘MALGUN TEA’ and ‘&’. ‘MALGUN TEA’, stands for ‘CLEAR TEA’ in Korean, the ‘&’ has a double meaning - ‘providing value and emotional content that is more than what people expected from tea or drink’ and ‘~?’ which means ‘When’ in Korean. In the packaging illustrations, we’ve visualized a girl enjoying her slow lifestyle in different times and weather in the backgrounds. Moreover, the main ingredients for each drink (Wheat, Rooibos, Corn, Brown rice, and Solomon’s-seal) were also visualized in the illustrations to naturally show its ingredients to the consumers. By using these series of illustrations, we could develop a distinctive yet consistent and strong visual identity for ‘MALGUN TEA &’.

For the brand, we created a female character in five different serene illustrative settings that best suited the flavor of each tea beverage (Wheat, Rooibos, Corn, Brown rice, and Solomon’s-seal) and mood for the character who favors a slow, peaceful lifestyle. In order to effectively show the illustrations we chose a simple bottle design with flat sides was chosen so that the illustrations for each of the bottles’ emotions and personalities may be focused on. For our launch for the Malgun Tea& we created gift-set, to help expand the brand's emotional value which included assorted cookies that will go well with the drink, an eco-bag, Rooibos edition, and postcards of each of the different flavors and their environments.

In accordance to the internal evaluation of the primary launch results:

-After our initial launch the brand value was raised 30%.

-Over 1,500,000 bottles are being sold monthly all around the convenient stores in South Korea.