Objectives

In late 2020, the CIPARTNERS team connected with the founders of JoinYin and embarked on a design project for the Yin and Yin Tea brand. The teahouse's strategic vision was shaped by its prime location near Tsinghua University's School of Finance in Beijing's bustling Wudaokou area, often referred to as the "center of the universe."

The initial concept revolved around "Academic Tea," emphasizing the philosophy of "Interconnectedness of all things, unity of heaven, earth, and humanity, with integrity as our mark." The founders were dedicated to the core principles of "Cultural Inheritance, Knowledge Leadership, Healthy Living, and True Self-expression."

Leveraging a strong supply chain, they aimed to create a chic and comfortable tea-drinking space, host diverse tea culture events, and offer top-notch tea products and services. Their mission was to champion the new tea-drinking culture, select only the finest pure teas, and propagate Chinese tea culture.
 

How were the objectives met?

Project Concept:
We redefined the essence of tea from its category attributes, emphasizing that tea transcends mere leaves; it embodies the tea culture within tea apparatus, shared among friends and tea enthusiasts. A tea ceremony represents a fusion of people, tea, apparatus, and setting, forming a sublime tea experience. Across centuries, tea remains constant while how we engage with it evolves with changing contexts. Tea's enduring mark in the hearts of people spans generations, even among those who may not currently appreciate it.

Creative Strategy:
After evaluating various tea establishments, we considered JoinYin's positioning and concept in the market's context. Market data revealed a tea culture centered on the tea table, driven by specific scenarios. We aimed to distinguish JoinYin by further integrating tea culture into everyday life, capitalizing on an untapped market. Our design journey drew inspiration from nature's treasures—underground streams, tea ripples, tea gardens, and imprints—intending to offer modern individuals a profound connection with nature and evoke primal emotions.

Location: Shenzhen, Guangdong Province, China

Submitter: CI PARTNERS

Yes