The identity positions the brand away from the ‘homely’ or ‘organic’ looking tea companies which have come to the market in recent years.
YANG CHAI is a new brand from a Munich-based entrepreneur which sources and creates new tea varieties and then makes them available at festivals, at open air markets and through an online shop.
Pentagram has designed YANG CHAI's identity, product packaging, online shop and communication pieces. YANG CHAI targets a young, design-conscious audience and as a result, the identity positions the brand away from the ‘homely’ or ‘organic’ looking tea companies which have come to the market in recent years. Instead, the visual identity is cool and modern with a logo is set in Akzidenz Grotesk and appears simply in black and white. In addition, specifically created watermarked linear patterns were designed to be used as backdrop on all packaging items.
