好日子 BEAUTIFUL DAYS

Beautiful Days is a Taiwanese tea brand whose tea leaves are grown in the protected watershed area of the Feitsui Reservoir. As the brand expanded, its original identity no longer fully reflected its natural farming philosophy, tea origin, and evolving product system. The redesign responds to the visual homogenization common in the tea market, where traditional symbols and decorative elements are often overused. Based on the meaning of the brand name, the new identity translates the idea of daybreak into a clearer and more contemporary visual system. The logo is derived from the Chinese character for “sun” and integrates the imagery of mountains, roof tiles, and sunrise. This concept extends into the packaging structure, inspired by the forms of mountain ridges and roof tiles, turning the acts of opening, removing, and presenting the product into a more deliberate and expressive brand experience. A refined visual system further differentiates the tea range while maintaining consistency across the product line. The project repositioned Beautiful Days as a more contemporary and distinctive tea brand, strengthening recognition and providing a clearer foundation for future development.