Abstract: To explore how does Bama tea industry take the initiative to adapt the new environment and constantly explore the improvement of tea packaging design, and how to construct their brand through the corporate visual identity design and packaging design, when the marketing of e-commerce has become an important channel of the present tea sales. This research is starting from the change of tea sales mode in the e-commerce environment, pointing out that the logo design and packaging design of tea enterprises in the e-commerce environment are the most important channels for consumers to understand the products. Meanwhile, the paper analyzes the characteristics of packaging design of Bama tea, through the aspects of material, color, pattern and word. Then the paper analyzes how Bama tea builds the brand from the logo design and packaging design. The research shows that the packaging design of Bama tea has exquisite materials and technology, applys chinese traditional pattern, colors and word, which is seem both have historical and modern simply style and identifiability. Through the corporate visual identity system and unique packaging design, Bama tea industry has created a unique “Bama” brand image.

Key words: Bama tea, package design, brands