About:

A pitch to redesign Costa’s new packaged milk tea range,
Costa Cha, to be sold exclusively within the east asian market.

The ask was to redesign the package for this product to create standout
within an already saturated category while leveraging Costa as a regarded
international brand.

Solution:

In a market where hyper-realistic product shots were the norm,  more playful illustrations that alligned more with the exisiting playful tone and nature of the Costa brand are used to create both standout and leverage on a known brand.

Taking strong exisiting brand identity (like the Costa Wave) and repurposing it a new way for a new market.