Communication

HIM TEA Branding

Extra Form

Country	Korea
Year	2025
Award	WINNER
Client	Working Shcool Corp.
Affiliation	deblur Corp.
Designer	Choi eun bin
English	Young people in Korea are suffering psychologically due to extreme employment difficulties and competition. This drink, developed by young people who have overcome social difficulties delivers ‘a message of support to tired young people.’ we focused on intuitive expressions to make them feel energized. The simple message of 'Him-tea' is derived from 'ice tea gives you power ('Him') when you drink it' The word 'Him(力)' links the name to each of the three flavors: Vitality(活力), Attractiveness(魅力) and Skilled(實力). We designed typography can be intuitively readable by adopting strong color contrast, and deliver our key messages.
Native	한국의 청년들은 극심한 취업난과 경쟁으로 인해 정신적 고통을 받고 있습니다. 사회적 어려움을 딛고 자립에 성공한 청년들이 개발한 이 음료는 ‘지친 청년들에게 응원의 메시지’를 전합니다. 당당하고 자신감 넘치는 브랜드 페르소나를 설정해, 이들이 가진 긍정적인 에너지가 현대 사회의 청년들에게 닿을 수 있도록 열정적인 표현에 집중했습니다. ‘마시면 힘이 나는 아이스티’를 줄여 ‘힘티’, 명확한 브랜드 메시지를 전달합니다. 힘(力)을 확장해 1) 활력(活力): 에너지 충전 2) 매력(魅力): 비타민 보충 3) 실력(實力): 카페인 보충 세가지 맛에 각각 이름을 연결 지었고, 이를 통해 각 음료별 효능를 포지셔닝 하였습니다. 우리는 강한 색상 대비를 적용하여 직관적으로 읽을 수 있고, 우리의 핵심 메세지를 전달할 수 있는 타이포그래피를 개발했습니다. 이는 긍정적인 감정을 직관적으로 전합니다. 또한 힘티 카드는 미처 전하지 못한 응원의 메시지를 담아 지친 청년들에게 전하기 위한 매개체입니다.
Website	https://www.de-blur.com/
Positive Comments
Judging Comments	Him-tea has been praised for its strong visual identity and meaningful concept, offering encouragement to young people facing social and employment challenges. The bold typography and high-contrast color scheme ensure instant recognition and effective communication of the product’s empowering message. This thoughtful approach, combining emotional connection with clear branding, successfully positions Him-tea as both a refreshing beverage and a source of motivation.

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