Work: Erchashi Alishan High Mountain Tea, Hongtai Tea Factory

Explanation:

Erchashi comes from Taiwan’s Alishan Mountain Range, in a location ideally suited to growing high-mountain tea. The owner of the Erchashi tea farm is a strong single mother. While whole-heartedly raising her only son, she has also put blood and sweat into cultivating her only source of economic support, the tea farm. For a mother like her, a tea farm is almost as important as a son.

Er (“son”) and cha (“tea”) are the lifeblood of a tea farm mother – they are the most important things in her life. That’s why the product is named Erchashi, to make clear how deep her sense of connection with the farm is, and how painstakingly she works.

In Taiwanese Mandarin, erchashi is a pun for catechin, a beneficial substance found in tea. This helps to emphasize what makes the tea so good. That’s why the packaging for the Erchashi line of tea uses a drawing made by the little owner (the owner’s son) when he was in 3^rd grade. The drawing is full of childlike wonder; a child’s pure heart is a pristine environment from which wonderful things can grow. All day long, side by side, tea and people coexist and grow together.

The Alishan railway and cherry trees on the packaging clearly communicate that the tea comes from the Alishan Mountain Range.

Promotional product explanation:

The Erchashi tea farm is located at 1000 meters altitude in the Alishan Mountain Range. The area enjoys uniquely fertile soil and pure water. The packaging for the Erchashi line of tea is primarily centered around the famous Alishan Forest Railway and annual cherry blossom season, which help to communicate the unique environmental character of Taiwanese tea.