Graphic Design Project: Cozy Tea Brand Case Study and Packaging Design

This graphic design project provides a comprehensive analysis of the Cozy Tea brand, a Vietnamese tea company. The project begins with a case study that explores the brand's history, product range, target customers, and marketing strategy. The core of the project focuses on the packaging design process, showcasing the progression from initial draft ideas to final designs. The student explores two distinct design concepts: Organic and Zen, each with its own graphic elements, color palettes, and typography choices. The project includes sketches, design attempts, and a self-evaluation of the design process, highlighting lessons learned and areas for improvement. The finalization section presents the selected packaging design, along with detailed specifications, including dimensions and color palettes. The project demonstrates a thorough understanding of brand identity, target audience, and the application of graphic design principles in packaging.

GRAPHIC DESIGN PRACTICES
COZY TEA BRAND
Name:
ID:
Lecturer:
Semester:
Nguyen Thi Ha My
GDH200459
Bui Hoa Ha
Summer 2021

Table of Contents
Case Study
Progression
Finalisation
Showcase
Reference List

1Case Study
Cozy Tea - Brand Research

Brand Overview
Cozy is a tea brand ebstablished from Future
Generation Company (FGC), one of the leading
organizations with 20 years of experiences in tea
industry, with total annual export reaches 20,000 ton
of tea over to 50 countries worldwide.
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History
1996 2003 2005 2013 2017
FGC was founded
(Grow) FGC became Vietnam’s
biggest tea exporter, Cozy
became one of the top 500 tea
brands in Vietnam.
(Award) Cozy won Brand
Laureate International
Award
FGC created Cozy – one of
Vietnamese biggest tea brands.
(Award) FGC won Gold
Medal in North America Tea
Competition.
Graphic Design Practices I 6

Products
Cozy has a diversity of tea product
TEA FILTER CATALOG INSTANT TEA CATALOG READY-TO-DRINK CATALOG
Greentea Catalog:
Thai Nguyen Greentea
Lotus Flavored Tea
Jasmine Flavored Tea
Black Tea Catalog:
Black Tea
Mint Flavored Tea
Peach Flavored Tea
Herbal Tea:
Charmomile Tea
Hisbiscus Tea
Jiaogulan Tea
Icetea Catalog:
Icetea
Jasmine Flavored Icetea
Lychee Icetea
Peach Icetea
Hisbiscus Icetea
Winter Mellon Icetea
Hot Ginger Tea
Matcha 3in1
Fruit Tea Catalog:
Lemongrass and Peach Tea
Honey Lemon Tea
Lychee Tea
Milk Tea Catalog
Matcha Milk Tea
Peach Milk Tea
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Strategy
Even though Cozy brand has had 20 years of
experience, yet they lacked of youth, modern
and certain pursuit of customer target, which is
the Millennials generation. Therefore, this was
a challenge for the brand to come up with a
campaigne to attract more customers of
Millennials generation.
Hence, in July of 2020, Cozy launched a campaign
called “Turn off to Turn on” with two clear
objectives: first is to redefine their value towards
the consumers; second is to make the products
more friendly to the Millennials generation. From
that point, Cozy has come up with a message of
balancing between work and life.
Graphic Design Practices I 8

The Market
Tea has become familiar with Vietnamese ever since
the ancient times. For Cozy, they still remain the
traditional value, and yet at the same time, innovate
with “modern” flavors so that they can fit in the
modern market. Therefore, this brand is liked by
everyone, including the young generation. Because
of that, Cozy aims at convenience of customers by
disputing their products to large and small dealers,
wholesale shops, retail shop and even online so that
their customers can buy their products anywhere,
anytime.
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Target Customer
Since Cozy is one of the top Vietnamese tea brands,
hence they target for tea lovers with an interest of
innovative taste.
Besides, Cozy’s strength are tea filter
categories which appears really convenient to
working people as well as young people, especially
with Millenium generation, at about 20s to 30s..
With the ready-to-drink categories out,
expanding the product line of the brand, it expands
to children as well. Therefore, Cozy brand aims for
everyone to enjoy their products.
Graphic Design Practices I 10

2Progression
Packaging Design Process

Draft Ideas
After researching into the brand’s context, I have come up with draft ideas and for the packaging of the
product. The product that I chose here will be a set of Tea Filter Greentea category since they are the basic
as well as signature products of the brand.
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Organic
Graphic Elements
In this concept, I picked the terrace and the cup of tea
as the main element to illustrate the organic value as
well the quality comes from the brand. More specifically,
the terrace will be made like a flow, pouring into the tea
cup. Moreover, the tea leaf, the lotus and the jasmine
will be the supporting element to indicate the tea flavor.
Typography
Since typography is just a supporting element for
my design, thus I chose a readable serif fypeface,
Newsreader due to its roundness in character’s curves
as well as its boldness, and from there. it brings the
organic feeling.
Organic Organic Organic Organic
Color
Graphic Design Practices I 14

Typography
For typography element, I also chose a serif fypeface for
readability, Gentium Basic since it bears a resemblace
to calligraphic stroke, and from there brings a feeling of
zen and tranquility.
Zen Zen Zen Zen
Zen
Graphic Elements
For this concept, I chose bamboo as a background
with traditional a set of Vietnamese tea pot in ink wash
texture to create a peaceful but also a fun looking
illustration for the product. What is more, it creates
a nostalgic feeling of ancient times. Similar to the
previous concept, lotus, jasmine and green tea leaf is
also used as supporting elements.
Color
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Packaging Solution
Regarding the old packaging, it is secured and
keeps the products inside safe; however it still can
be seen as inconvenient because we have to open
the box to get the tea, then peal another layer of
packet to get the tea filter out.
Therefore for the alternative packaging solution,
I still keep the form of the box as cubical, since
it securely keeps the tea filters inside safe and
not spilled out. Otherwise, its structure will be
changed into drawer box, making it easier and
more convenient whenever we get the tea out. The
material that will be used here is cardboard with
plastic seal to keep the whole package secure when
transported.
Graphic Design Practices I 16

Sketches
Here are a few sketches to help visualising the
products better.
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Design Attempts
Sản phẩm của:
CÔNG TY CỔ PHẦN SẢN PHẨMSINH THÁI
Số 309 Phố Tây Sơn, phường Ngã Tư Sở,
quận Đống Đa, thành phố Hà Nội, Việt Nam.
Điện thoại: [phone]
Website: www.cozy.vn
Sản xuất tại Công ty TNHH một thành viên
Thế hệ mới Phú Thọ
Địa chỉ: Khu 1, xã Phú Hộ, thị xã Phú Thọ, tỉnh
Phú Thọ, Việt Nam.
Trà xanh Thái Nguyên - Green Tea
THÀNH PHẦN: Trà xanh
CHỈ TIÊU CHẤT LƯỢNG: Độ ẩm < 7.5%
HƯỚNG DẪN BẢO QUẢN:
Cất giữ nơi khô ráo, thoáng mát, tránh ánh
nắng mặt trời.
HƯỚNG DẪN SỬ DỤNG:
Cho một túi lọc vào cốc hoặc ấm, đổ nước sôi
và ngâm trà từ 4-5 phút. Có thể thêm đường,
sữa, uống nóng hoặc cho đã viên uống tuỳ ý.
INGREDIENTS: Green tea
PERFORMANCE INDEX:tea Humidity < 7.5%
STORAGE:
Store in cool and dry place, avoid sunlight.
BREWING INSTRUCTION:
Put a tea bag into a cup or teapot, pour boiling
water and leave the tea for 4-5 minutes. Can
add sugar, milk, enjoy the tea hot or cold to
your preference.
25 50g
túi trà khối lượng tịnh
TRÀ
XANH
Thái Nguyên
Green Tea
Graphic Design Practices I 18

TRÀTR
À
25 50g
túi trà khối lượng tịnh
Sản phẩm của:
CÔNG TY CỔ PHẦN SẢN PHẨMSINH THÁI
Số 309 Phố Tây Sơn, phường Ngã Tư Sở,
quận Đống Đa, thành phố Hà Nội, Việt Nam.
Điện thoại: [phone]
Website: www.cozy.vn
Sản xuất tại Công ty TNHH một thành viên
Thế hệ mới Phú Thọ
Địa chỉ: Khu 1, xã Phú Hộ, thị xã Phú Thọ, tỉnh
Phú Thọ, Việt Nam.
Trà xanh Thái Nguyên - Green Tea
THÀNH PHẦN: Trà xanh
CHỈ TIÊU CHẤT LƯỢNG: Độ ẩm < 7.5%
HƯỚNG DẪN BẢO QUẢN:
Cất giữ nơi khô ráo, thoáng mát, tránh ánh
nắng mặt trời.
HƯỚNG DẪN SỬ DỤNG:
Cho một túi lọc vào cốc hoặc ấm, đổ nước sôi
và ngâm trà từ 4-5 phút. Có thể thêm đường,
sữa, uống nóng hoặc cho đã viên uống tuỳ ý.
INGREDIENTS: Green tea
PERFORMANCE INDEX:tea Humidity < 7.5%
STORAGE:
Store in cool and dry place, avoid sunlight.
BREWING INSTRUCTION:
Put a tea bag into a cup or teapot, pour boiling
water and leave the tea for 4-5 minutes. Can
add sugar, milk, enjoy the tea hot or cold to
your preference.
TRÀ
XANH
Thái Nguyên
Green Tea
19 I Graphic Design Practices

50g
túi trà khối lượng tịnh
Sản phẩm của:
CÔNG TY CỔ PHẦN SẢN PHẨMSINH THÁI
Số 309 Phố Tây Sơn, phường Ngã Tư Sở,
quận Đống Đa, thành phố Hà Nội, Việt Nam.
Điện thoại: [phone]
Website: www.cozy.vn
Sản xuất tại Công ty TNHH một thành viên
Thế hệ mới Phú Thọ
Địa chỉ: Khu 1, xã Phú Hộ, thị xã Phú Thọ, tỉnh
Phú Thọ, Việt Nam.
Trà xanh Thái Nguyên - Green Tea
THÀNH PHẦN: Trà xanh
CHỈ TIÊU CHẤT LƯỢNG: Độ ẩm < 7.5%
HƯỚNG DẪN BẢO QUẢN:
Cất giữ nơi khô ráo, thoáng mát, tránh ánh
nắng mặt trời.
HƯỚNG DẪN SỬ DỤNG:
Cho một túi lọc vào cốc hoặc ấm, đổ nước sôi
và ngâm trà từ 4-5 phút. Có thể thêm đường,
sữa, uống nóng hoặc cho đã viên uống tuỳ ý.
INGREDIENTS: Green tea
PERFORMANCE INDEX:tea Humidity < 7.5%
STORAGE:
Store in cool and dry place, avoid sunlight.
BREWING INSTRUCTION:
Put a tea bag into a cup or teapot, pour boiling
water and leave the tea for 4-5 minutes. Can
add sugar, milk, enjoy the tea hot or cold to
your preference.
TRÀ
HƯƠNG
SEN
Lotus Flavored Tea
25
Graphic Design Practices I 20

25 50g
túi trà khối lượng tịnh
Sản phẩm của:
CÔNG TY CỔ PHẦN SẢN PHẨMSINH THÁI
Số 309 Phố Tây Sơn, phường Ngã Tư Sở,
quận Đống Đa, thành phố Hà Nội, Việt Nam.
Điện thoại: [phone]
Website: www.cozy.vn
Sản xuất tại Công ty TNHH một thành viên
Thế hệ mới Phú Thọ
Địa chỉ: Khu 1, xã Phú Hộ, thị xã Phú Thọ, tỉnh
Phú Thọ, Việt Nam.
Trà xanh Thái Nguyên - Green Tea
THÀNH PHẦN: Trà xanh
CHỈ TIÊU CHẤT LƯỢNG: Độ ẩm < 7.5%
HƯỚNG DẪN BẢO QUẢN:
Cất giữ nơi khô ráo, thoáng mát, tránh ánh
nắng mặt trời.
HƯỚNG DẪN SỬ DỤNG:
Cho một túi lọc vào cốc hoặc ấm, đổ nước sôi
và ngâm trà từ 4-5 phút. Có thể thêm đường,
sữa, uống nóng hoặc cho đã viên uống tuỳ ý.
INGREDIENTS: Green tea
PERFORMANCE INDEX:tea Humidity < 7.5%
STORAGE:
Store in cool and dry place, avoid sunlight.
BREWING INSTRUCTION:
Put a tea bag into a cup or teapot, pour boiling
water and leave the tea for 4-5 minutes. Can
add sugar, milk, enjoy the tea hot or cold to
your preference.
TRÀ
HƯƠNG
NHÀI
Jasmine Flavored Tea
21 I Graphic Design Practices

Self Evaluation
From the design attempts, I have learnt several
things that helps me realize mistakes in my own
designs:
• The misconception of designing a set of
products. They were supposed to be designed
in different images yet the graphic elements
must be remained.
• Mistakes in packaging dielines.
• The colors still look dull to attract the targeted
customers.
• The images are not simple yet.
• The packaging are still somewhat empty.
• The design overall is ineffective.
What should I do to improve:
• Make the designs diverse in images
• More saturated colors
• Using geometric organic shapes instead of
hand drawn illustrations.
• Fill up the packaging sides.
Graphic Design Practices I 22

3Finalization
Final Design &
Graphic Elements

Final Design
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Graphic Design Practices I 26

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130mm
70mm
70mm
20mm
130mm
80mm
70mm
130mm
20mm
20mm
80mm
20mm
20mm
Outer Box
Graphic Design Practices I 28

Drawer Box
120mm
120mm
70mm
70mm
70mm
60mm
120mm
20mm
20mm
20mm
29 I Graphic Design Practices

Color Palette
#5f7e60 #c6827c #cbbccc #d3b67f
After the design attempts, I decided to go
with Zen concept due to its slightly muted
yet gentle colors that look more possible
and pleasant when put on the final products.
For these color scheme, I was inspired by the
tranquility that they bring. However, the first
problems here was these colors are muted,
so they won’t attract young people as much
as they do to the elders. Therefore to solve
this, I raised their saturation up a little bit
so that they look brighter, yet still keep the
“zen” spirit that I aimed for.
Graphic Design Practices I 30

Typography
TITLE TEXT
As chosen from the concept part, I picked Gentium
Basic since it looks classic with serif while its curves
appear quite calligraphic.
ABCDEFGHIJKMNOPQRSTUVWYZ
abcdefghijkmnopqrstuvwyz
1234567890!@#$%^&*
BODYTEXT
For the bodytext text, I chose Helvetica Neue due
to its cleaness and readability.
ABCDEFGHIJKMNOPQRSTUVWYZ
abcdefghijkmnopqrstuvwyz
1234567890!@#$%^&*
31 I Graphic Design Practices

Patterns
I used two kind of patterns. One is to
illustrate the flavor of the product while
another is for decorative following the given
moodboard of the concept. The flavor
illustrations were drawn in geometric shapes
and colored similarly as the teapots to match
with them. While the bamboo patterns are
used to decorate to create a feeling of zen,
as well as to make the products look more
Vietnamese.
Graphic Design Practices I 32

4Showcase
Final Result of The Product

35 I Graphic Design Practices

Graphic Design Practices I 36

37 I Graphic Design Practices

Graphic Design Practices I 38

Conclusion
This project is overall interesting yet challenging for me working individually. In order to redesign a well
known tea brand, I had to do a lot of researches about the brand so that I would be able to give out
designing solutions for the packaging. The old packagings look okay in general, but due to the real
life photos and the patterns that do not really match the photos so it makes the packaging look quite
bland. Hence, the design solution I have given out to redesign Cozy’s packaging is to make it look
interesting while still remaining the brand’s value of tradition as well as youth and innovation. Hence I
decided to go along with zen concept among the two concepts I gave out on the draft ideas part since
I was inspired by the tranquility that the concept brings, and how it would suit the strategy that Cozy
has been doing. During the process, I surely was met with several struggles such as time management,
crafting the packages and choosing the colors for the products so that it appear both serene and
youthful at the same time. But in the end, I managed to give out a set of final designs for the packaging
even though it still somehow inefficient but it bears the youthful, traditional and peaceful feeling here.
Though the products are not perfect as I and the others expected but it could be an experience for me
myself as a naive designer.
39 I Graphic Design Practices

5Reference List

http://www.cozy.vn
https://vietnam-tea.com/our-products/
https://www.brandsvietnam.com/campaign/501-Cozy-Tat-de-Bat-Cozy-Tea-Viet-Nam
https://marketingai.admicro.vn/thong-diep-danh-cho-gioi-tre-cua-tra-cozy-tam-tat-de-bat-nang-luong/
[Photograph] https://www.istockphoto.com/photo/fresh-green-tea-leaves-background-
gm155392503-19980570
[Photograph] https://yesofcorsa.com/tea-leaves/
[Photograph] https://pixnio.com/flora-plants/flowers/water-lily-lotus-flower/flora-flower-lotus-nature-gar-
den-summer-waterlily-leaf
[Photograph] https://jooinn.com/lotus-pond.html
[Photograph] https://www.easytogrowbulbs.com/collections/fragrant-flowers/products/jasmine-philip-
pine-sweetly-scented
[Photograph] https://www.easytogrowbulbs.com/collections/fragrant-flowers/products/jasmine-philip-
pine-sweetly-scented
[Photograph] http://ayay.co.uk/background/food_and_drink/tea/cup-of-tea/
[Photograph] https://www.pinterest.com/pin/109704940892953707/
[Photograph] https://www.pinterest.com/pin/399272323193192982/
[Photograph] http://hdcoolwallpapers.org/hd-bamboo-desktop-wallpaper-for-background-wide-free.html

THANK YOU
and have a nice day