Zhengzhou Ctea Food & Bewerage Management Design & Branding THE ANTS CUPS by Leo Burnett Hong Kong


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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Art Director Martin Tong, Nateepat Jaturonrasmi
Copywriter Wen-Hsiu Louie, Spring Liu
Illustrator James Chan - Surreal Digital
Released March 2011

Credits & Description

Category: ii. Core FMCG
Product/Service: SWEET TEA CUP
Date of First Appearance: Mar 20 2011
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Creative Director/Copywriter: Nutchanun Chiaphanumas (Leo Burnett Hong Kong)
Copywriter: Spring Liu (Leo Burnett Hong Kong)
Copywriter: Wen Louie (Leo Burnett Hong Kong)
Art Director: Nateepat Jaturonrasmi (Leo Burnett Hong Kong)
Art Director: Martin Tong (Leo Burnett Hong Kong)
Illustrator: James Chan (Surreal)
Media placement: Tea Cup - The Sweetest Moment Tea Shop - 20 March 2011

Describe the brief from the client
The Sweetest Moment is a tea shop known for allowing you to make your drinks any way you want, and one of the most popular ways to do so is by changing the sweetness of your tea. And our brief is to create a Tea Cup Design for 3 sweet levels

Describe the challenges and key objectives
The challenge is how to make consumers know the sweet levels of their sweet tea by not saying it in the boring way. So our objective is to design a Tea Cup that is fun and can tell the different of sweetness

Describe how you arrived at the final design
After many designs, the best idea came to us by themselves. While we left the un-finished sweet tea cup on the table.

Give some indication of how successful the outcome was in the market
Customers feel fun and happy to hold the new design tea cup. And many of them said the new tea cup design made the sweet tea really sweet!