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Wong Lot Kat

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Our analysis revealed that despite Wong Lo Kat’s rich legacy, its traditional image did not connect with modern Taiwanese consumers. This disconnect was particularly evident during a period when historical dramas (宮廷劇) were extremely popular in Taiwan, sparking renewed interest in figures like Empress Dowager Cixi (慈禧太后). We saw an opportunity to leverage this trend by blending historical elements with playful modernity. In Taiwan during the 1970s and 80s, paper dolls were a beloved pastime known for their interchangeable outfits. This nostalgic element provided a unique inspiration for creating an engaging, collectible packaging experience.

Packaging

Branding

Challenge

Wong Lo Kat （王老吉）, a traditional bottled herbal tea with a storied legacy in China, was perceived as outdated and relatively unknown in Taiwan. The challenge was to reposition the brand by merging its historical roots with the modern bubble tea culture. Our objective was to redesign the packaging for a bubble tea product featuring Wong Lo Kat as the base ingredient, transforming its image to resonate with a contemporary audience while honoring its heritage.

Solution

We reimagined the packaging by creating collectible cup sleeves featuring Empress Dowager Cixi in a series of outfits that blended historical accuracy with modern design. The designs included both period-accurate looks and contemporary styles, connecting with the current fascination for historical dramas while evoking the playful tradition of swapping paper doll outfits that was popular in Taiwan. In addition, we introduced creatively themed menu names inspired by other notable figures of the Qing dynasty, further enriching the brand’s narrative by seamlessly merging heritage with modern appeal.

Outcome/Results

The refreshed packaging successfully modernized Wong Lo Kat’s image, making it more appealing to today’s bubble tea market while still honoring its deep-rooted heritage. This innovative approach attracted significant investment and secured a strategic partnership with a trendy Japanese fashion store, thereby elevating the brand’s presence in Taiwan. Ultimately, our work repositioned Wong Lo Kat (王老吉) as a culturally rich and forward-thinking brand that adeptly bridged the gap between historical legacy and contemporary trends.