The Sustainable Development Strategy of CHAGEE Beverage Packaging Design Based on Consumer Demand

In recent years, with economic development and the continuous improvement of living standards, consumers have shown a more diversified demand tendency in beverage consumption. The importance of beverage packaging design has become increasingly prominent and has emerged as one of the key factors influencing consumer choice and brand image, particularly in new Chinese-style tea. However, there remains a lack of research on consumer demand-oriented packaging design for new Chinese-style tea. This study takes CHAGEE as an example. Based on semi-structured interview data, 22 demand indicators of consumers for the brand's packaging design were obtained, upon which the researcher designed a KANO questionnaire and distributed it to 360 consumers. After analysing, it was found that, 6 are must-be quality, 4 are one-dimensional quality, 7 are attractive quality, and 5 are indifferent quality. The results show the importance ranking of each demand type in the consumers' perception, revealing the disparities in the influence of various demand types within the packaging design demand dimension on consumer satisfaction and loyalty. This study applies the KANO model to the field of new Chinese-style tea beverage packaging design. By classifying consumer demand indicators and identifying their specific impact on consumer satisfaction, it provides CHAGEE is provided with a clear set of consumer-driven packaging design strategies. This not only provides designers with design ideas but also provides a reference for packaging design for other brands.