Revitalizing Heritage Through Intergenerational Design: A Youth-Centric Packaging Design for Anhua Dark Tea Based on CHAGEE's Success Model

Background and Aim: With the evolving consumer structure, younger demographics have become the main driving force in China's tea beverage market, demanding products that combine traditional quality with modern aesthetics and convenience. This study focuses on rejuvenating Anhua Dark Tea packaging to align with the lifestyle preferences of young consumers aged 20-39. Materials and Methods: A multi-method approach was employed, including literature reviews, case analyses of CHAGEE’s successful packaging design, field investigations, interviews with industry experts, practical design research, and surveys targeting young consumers to collect feedback and refine design proposals. Results: The research identified key cultural characteristics of Anhua Dark Tea, such as artisanal uniqueness and historical symbolism, which were insufficiently represented in existing packaging. Analysis of CHAGEE's packaging provided insights into successfully integrating cultural symbols, craftsmanship, and modern functionality, resulting in a novel design framework applied effectively to Anhua Dark Tea. Conclusion: Through innovative reinterpretation of cultural symbols, balanced functional and aesthetic design, and the integration of digital interactions, this study successfully modernized Anhua Dark Tea packaging. The proposed design effectively addresses young consumers' demands for personalization, sustainability, and cultural resonance, setting a replicable model for rejuvenating traditional tea brands.