Project Overview
Beautiful Days is a Taiwanese tea brand whose tea leaves are grown in the protected watershed area of the Feitsui Reservoir. As the brand evolved, its original identi. As the brand evolved, its original identity no longer sufficiently represented its natural farming values, tea origin, and growing product range.

Design Challenge
In the tea market, many brands rely on similar visual codes drawn from traditional culture, making differentiation increasingly difficult. The challenge was to retain a sense of Taiwanese tea heritage while developing a contemporary identity system with clearer structure, stronger recognition, and broader long-term application.

Design Solution
The project was developed around the concept: “Beautiful Days begin at dawn.”
Based on the meaning embedded in the brand name, the identity translates the imagery of the sun into a central visual motif. The logo combines references to mountains, roof tiles, and morning light, reflecting both the tea’s mountain-grown origin and the calm ritual of beginning a new day. A palette of rice grey and warm orange establishes a clean and approachable tone, while colour coding and gold-foil textures distinguish tea varieties and build a consistent product hierarchy across the range.

Design Highlights
A key feature of the project is the integration of packaging structure into the overall brand narrative. Inspired by the forms of mountain ridges and roof tiles, the box structure turns opening, removing, and presenting the product into a more deliberate and expressive experience. This structural logic extends across gift boxes, tea canisters, and tea bags, creating consistency throughout the product system.

Result
The redesigned identity strengthens overall coherence across brand touchpoints and improves product recognition within the market. By treating packaging as part of the brand system rather than as a purely functional container, the project provides Beautiful Days with a clearer foundation for future product development and brand extension.