Chrysanthemom Universitea

Chrysanthemom Universitea is a conceptual tea house that serves tea and teaches college students tea etiquette. The name “Chrysanthemom” is a compound word of the flower “chrysanthemum” and “mom” as a character who teaches students the proper way of drinking tea. “Universitea” is also a compound word of “university” and “tea” which represents a tea etiquette school.The concept of the tea house is driven to be humorous and informative by having many illustrative components to create a friendly brand that would be appeal to college students. The teas are divided into 4 classes: Freshman, Sophomore, Junior and Senior. Each class has its own tea menu, and every tea is associated with a bad habit which the tea’s benefits would help the student to redeem that habit. The packaging components are designed to fit the tea etiquette concept such as the take-out bag as a backpack, the school tag as a tea bag, menu as textbook, the bill as diploma, placemat as a teaching tool and the tea packaging as a popup book. Because each tea item has a character, the tea bag is designed like the character that can rest on tea cup as well as in the popup packaging book.
 
Date: 2014
Categories: Packaging, Brand Identity, Website, Print.
Photographed by: Michael Pilla, Austin Hart
Art Directors: Abby Bennett, Kelly Holohan
Exhibition: Restaurant Show at Tyler School of Art
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