Chadao Book by Wang Zhi

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DESIGN DETAILS
DESIGN NAME:
Chadao

PRIMARY FUNCTION:
Book

INSPIRATION:
The book is inspired by Pu'er tea from TAETEA Group. The Eight Teachings of the TAETEA System are both a set of elegant and procedural skills to brew tea and are self-motivating methods of self-introspecting Chadao studies. It consists of eight interrelated, consecutive of arrays of moves, including cleansing, opening, awakening, measuring, cultivating, experiencing, sharing, and finishing. An Eight-step Process ceremony enhance the design inspiration for the reunderstanding of the aesthetic value of Chinese Chadao.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The sheath and the color of the hardcover are carefully chosen to create a transparent sense of maroon—a typical color of Pu'er tea—and to reflect the texture of the tea. The font design and layout are properly left blank, creating a sense of change. Modern design language is used to explain the charm of Chinese Chadao, with the chapter design kept simple and clear. The illustrations and texts are harmoniously arranged and designed to complement each other.

OPERATION / FLOW / INTERACTION:
By getting people take out and open the book with care, the transparent acrylic sheath brings a touch of sacred ritual. Throughout the eight chapters, the joy of reading stays in the entire reading process. Be the book open or closed, there is always a particular three-dimensional effect.

PROJECT DURATION AND LOCATION:
January 1 to 31, 2018; Beijing, China

PRODUCTION / REALIZATION TECHNOLOGY:
The book sheath is made of transparent acrylic. The process consists of four-color printing, bronzing and creasing, etc. The hand-drawn style illustrations are computer-aided design.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Book size: 170mm x 240mm x 23mm

TAGS:
TAETEA System, Pu'er Tea, Chadao, An Eight-step Process, hardcover, Acrylic Materials

RESEARCH ABSTRACT:
The purpose of the research is to re-understand and express the charm of Chinese Pu'er tea as well as the Chinese tea ceremony. Empowered by selected printing materials, novel special paper and binding technology, the research explores how to convey the different touches of the through distinctive visual expressions.

CHALLENGE:
The most difficult part is to find the exact visual design expression. Nowadays, learning Chinese tea ceremony has become a fashion, and people's thoughts will gradually sublimate in the process of tasting Pu'er tea; however, it is nevertheless a challenge to express the philosophical thoughts behind the Chinese tea ceremony and the tea culture.

ADDED DATE:
2020-08-29 15:13:29

TEAM MEMBERS (2) :
Translator: Wang Chiying and Guest Editors:Xu Xue, Gao Feiyan

IMAGE CREDITS:
Photographe: Wang Haifei, Sun Yishuai

PATENTS/COPYRIGHTS:
Copyrights belong to Foreign Languages Press, 2018

CLIENT/STUDIO/BRAND DETAILS
NAME:
Yunnan TAETEA Group Co., Ltd.

PROFILE:
Yunnan TAETEA Group Co., Ltd. is a leader in China's tea industry, founded in 1940. TAETEA Group upholds the core value of "cherishing tea and loving people", upholding the code of conduct of "dignity of tea people", and carrying forward the spirit of tea ceremony of "tea maker benevolence". At present, TAETEA Group has developed to take Pu'er tea as its core, and its production scale, sales, profits and taxes, and comprehensive brand influence have ranked first in China. "Tea is the national drink". In the past 10 years or so, about 5 billion yuan has been invested in the purchase of tea raw materials, which has driven hundreds of thousands of Chinese tea farmers out of poverty and become rich.

NOMINATION DETAILS

Chadao Book by Wang Zhi is a Nominee in Print and Published Media Design Category.

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AWARD DETAILS

Chadao Book by Wang Zhi is Winner in Print and Published Media Design Category, 2020 - 2021.



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