Dōng Chá
the gift of a purposeful life
- founder workshop
- visual communication guide
challenge
Dōng Chá (東茶) is the only tea oil company in China that inherited the ancient craft of oil extraction, yet also a progressive pursuer of the newest tech in the field.
solution
Through our Founder Workshop, we found that Dōng Chá is an interesting cultural clash between historical and modern culture, finding inspiration from modern art of Bauhaus, while also believing in the eastern traditional art de vivre called “Li (禮),” meaning respect for life and others. When the east meets the west, the old meets the new, this once lifeless brand is now full of the vitality of life.
brand positioning
Dōng Chá firmly believes that "Free will gives us the permission to pursue life". Through our Founder Workshop, we have identified audience insights showing that consumers are eager to recover the sense of ritual in their lives. Dōng Chá is no longer just the cooking oil in the kitchen, but rather the wise sage guiding people to their ideal life. Therefore, we found Dōng Chá's brand positioning: "A lifestyle brand that adds sophistication to everyday life through a ritual approach."
brand archetype
How do you incorporate tea oil into a dish? The core archetype of Dōng Chá is the "Sage", much like the rambling instructor in the ancient palace, gently leading people back to the taste of traditional delicacies. Just like Dōng Chá, which wants to return to natural life, its highlight archetype is the "Everyman" who is closest to the daily life of ordinary people and can establish the most authentic connection with consumers.
sizzle
People need a convincing reason to buy tea oil. We have sorted out key phrases for the brand: continuous innovation but respect for tradition, preservation of Eastern values, piety and discipline, the collision of East and West, the balance of ritual, and the modern etiquette instructor. We want to make Dōng Chá not only a high-end oil extracted from history and culture, but also a spiritual guide for life etiquette, and a precious gift for treating oneself and others with courtesy. Finally, we found Dōng Chá's most alluring charm - "The gift from the East, a purposeful life".
| The dan and sean Handbook for Dōng Chá: Visual Communication Guide
the moodboard
The Founder Workshop also includes keywords that are purposefully curated for each of the five senses, such as sun-faded, low saturation, fine texture, ukiyo-e landscape, gradient color scheme, and the sound of stir-fry cooking in the kitchen, which have been developed into the brand's " visual communication guideline", as well as typographic guidelines for future branding direction such as simple and neat, flat typefaces and color block illustrations.
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