Chang Liu, a graphic designer based in Suzhou, has earned a Platinum Award in Advertising Awards 2025 for his design work on the Half Tea campaign. With a minimalist aesthetic and innovative approach that rethinks traditional design, Chang’s work not only transforms tea culture but also showcases his dedication to merging Eastern design philosophies with contemporary creativity.

By: Chang Liu, Freelance Graphic Designer

ABOUT THE PROJECT

Half Tea is a new company dedicated to promoting tea culture and making it accessible to global consumers. After discovering that young consumers often prefer coffee over tea, we recognized the need to offer a fresh, engaging perspective on tea. Our mission is to inspire young people worldwide not only to try tea but also to explore its rich cultural heritage.

While milk tea and other processed tea beverages have already captured a significant share of the global market, long-term consumption of these drinks isn’t ideal for health. To address this, we’ve developed an innovative concept that combines the promotion of raw-leaf tea with uniquely packaged small blind boxes (mystery boxes). This approach is designed to attract trend-conscious consumers by breaking away from the excessive product volumes, high prices, and outdated packaging common in the industry.

Embracing a minimalistic design language—with simple posters that focus on our products rather than overwhelming descriptions—we aim to share the world’s best tea with global consumers in the most interesting and accessible way. Plus, the entire tea brewing process remains both fun and relaxing, offering an experience that goes beyond just a cup of tea.

THE PROCESS

Our primary creative strategy was to develop a simple yet engaging design language that makes Half Tea products instantly recognizable. The name “Half Tea” encapsulates our motto, “Drink Tea, Enjoy Tea Culture,” with “Half” symbolizing both our logo and half of the Chinese character for tea. This clever concept extends to our blind box packaging, where a concealed element heightens the excitement of unveiling the product.

We use bold, unified graphics and strong colors to guide consumer choices while preserving an air of mystery. By centering the product and brand logo on our posters, we ensure maximum visibility—whether on store shelves, online, or on billboards.

A significant challenge is maintaining a cohesive design language as new products are introduced. We dedicated considerable effort to ensuring that every addition aligns with Half Tea’s overall style while also opting for environmentally sustainable, attractive packaging that consumers would proudly display rather than discard.

THE IMPACT

The whole design process has made me rethink how to incorporate some of the latest trends to revitalize some traditional products that may be obsolete. By using a simple design, we make meaningful cultural traditions accessible and enjoyable for everyone. The brand carries a clear message—much like the idea that “life is like a box of chocolates; you never know what you’re going to get.” It encourages people to try new things and embrace life’s endless possibilities.

THE CREATIVE JOURNEY

First of all, I am very honored to receive the Platinum award from Graphis; it means a lot to me. Half Tea was one of my first few official commercial design collaborations after graduation. My design philosophy is similar to the brand’s; I believe that a good concept in itself doesn’t need to be overly descriptive and overly expressive. Simplified design is not an idiot design—it is the result of a lot of thinking and experimentation. Trying and not being afraid to try is what the brand wants to share with its consumers. Experience the world’s best quality tea products in a small package at a low price. Exploring one’s own design style is like drinking tea and experimenting until you find the tea that suits you best.

Chang Liu is a graphic designer based in Suzhou who graduated from the School of Visual Arts  (BFA Design) in 2024. His projects include graphic design, motion design, interactive design, and graffiti. He is inspired by traditional Eastern culture, and many of his designs incorporate Eastern design concepts. He is committed to presenting good Eastern design concepts to as many people as possible. Collaborative works have been exhibited in Shanghai, Tokyo, and Milan. Outside of design, he has been a chef and semi-professional athlete. 

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