Summary
Aligned with the slogan “Tea from Jeju,” the entire Osulloc line of tea-related services has been renewed. The brand now offers more refined products that carry the heritage and stories of Jeju, and has been reinforced with a new brand identity (BI).
Concept
Design-wise, two main elements were adopted: a pattern of overlapping curved lines inspired by the Osulloc tea fields in Jeju, and a color palette drawn from ingredients—green for green tea, orange for fermentation, and creamy white for herbal tea. Tin cans featuring the renewed emblem, exclusive to Osulloc, further strengthen the brand identity.
Graphically, the design captures the mood of tea from Jeju’s four seasons, allowing customers to experience the charm of Osulloc’s hand-crafted teas from the island’s eco-green environment. From the high-end “Master’s Tea” line to blended teas like “Memory in Jeju” and “Scene of Jeju,” every product is designed to tell the best stories of Osulloc green tea.
