Xiao Cha Jiang - Research on Brand Packaging Recognition
Company overview
The Xiao Cha Jiang brand was founded in 2016, with its tea origin located in Wuyi Mountain, a renowned oolong tea production region in China. As a tea brand targeting young consumers, Xiao Cha Jiang is guided by the core brand philosophy of 'Honoring the Little Moments of Life,' aiming to redefine the tea-drinking lifestyle. The brand primarily targets Generation 80 and 90 consumers, delivering a warm, culturally rich tea experience through packaging design, content dissemination, and emotional engagement. Leveraging its fresh and modern brand identity along with practical and user-friendly product design, Xiao Cha Jiang has rapidly gained high recognition and positive sentiment among young consumers.
Research background
Recently, the Xiao Cha Jiang brand has been sued by another tea brand for alleged infringement of packaging and design elements. The plaintiff claims that Xiao Cha Jiang uses visual elements in its product promotions and packaging design that are similar to its own brand, potentially causing consumer confusion. In response to this legal action and in preparation for relevant evidence, Xiao Cha Jiang seeks to understand consumers' actual perceptions when identifying its brand versus the plaintiff's brand, to determine whether market confusion or misidentification exists.
Research scope
In August 2020, CEIDEA Research was commissioned by the Xiao Cha Jiang brand to conduct on-the-ground field research on consumers' recognition of related brand packaging and design elements. The study targeted consumers with established tea-drinking habits. Through structured questionnaires, respondents were asked to evaluate their perceptions of the visual characteristics—such as packaging appearance, color schemes, and pattern designs—of both the Xiao Cha Jiang and plaintiff brands. The research further explored whether consumers can clearly distinguish between the two brands and their respective products. The study covered multiple representative consumption scenarios and purchasing channels to enhance the representativeness of the sample and the breadth of the data.
Expected outcomes
The final report will provide the Xiao Cha Jiang brand with comprehensive consumer perception data to assess whether there is a potential for confusion between its packaging and that of the plaintiff brand. This will serve as data support and strategic reference for the brand in responding to legal proceedings, refining product packaging design, and optimizing market communication strategies. Additionally, the research findings will assist the company in establishing a more scientifically grounded mechanism for brand compliance management and intellectual property protection.
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