The Vision Design Report of Oolong Tea of Longtan Township, Taoyuan County

• Main Authors: Jing-Yu Kuo, 郭靜羽
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/15328173848233936997

碩士 === 中原大學 === 商業設計研究所 === 97 === Tea plays a very important role in the Chinese daily life. Even though the newcomer from western world – coffee – has joined in to become a part of eastern life, it has failed to replace the tea drinking culture of Chinese people. In these few years, more and more different tea related drinks have been put up on the rack of the supermarkets, and it indicates that tea drinking culture is no longer just among the old people; the number of younger people who drinking tea has been increasing as well. Born in Taoyuan, and grew up in Taoyuan, I feel that I have to do something to repay the place that nourish me for thirty years. Therefore, when deciding the direction of thesis, the first thing pop up in my head was that I should use material from the surrounding of my daily life. On one special occasion, I paid a visit to Taiwan Tea Experiment Station, COA, EY, and I have learned some basic ideas of the history of Taoyuan tea development. By studying and analyzing tea drinking culture and habit among the people in Taiwan, I've learned about consumer's motivation and consumer's behaviors. Compare to other industries, Taiwanese tea products have the weakness on both marketing and packaging. Because tea products are healthier, there are more and more people enjoying consuming them. As a resident of Taoyuan Hsien, it is my responsibility to promote Taoyuan Hsien's tea products, and help pushing Taoyuan Hsien's tea products and brand to the market. Longtan Township has the best tea products in Taoyuan Hsien. First of all, its landforms are mostly hills, and it has unique acid 'red soil' that has a better water drainage, and contains rich iron. Also, warm and humid weather of Longtan makes perfect environment for growing the tea plants.Oolong Tea is the best representational tea products among others; besides tealeaves, another special flavor coming from a little sprout-eating insect called “Amrasca biguttula” (Ishida). After the little insects bore through the tea sprouts, they remain an unique flavor on the tea leaves; the tea plants have to be chemical free to allow the insects to process on the plants. This study focuses mainly on planing the visual design of Oolong Tea. I use the focal points – the tea is organic, no chemical, no pollution, and some other similar concepts to build a healthier image to the public; it convinces consumers that by drinking this tea, they can actually feel the value of this tea and this brand.