Rosa Roxburghii Tea Packaging by Guangzhou Cheung Ying Design Co., Ltd.

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DESIGN DETAILS
DESIGN NAME:
Rosa Roxburghii

PRIMARY FUNCTION:
Tea Packaging

INSPIRATION:
The overall design is based on the Chinese style illustration of rosa roxburghii tea garden, which outlines the rigor from planting to selection of materials that is embedded in the brand, and conveys the essence of the fusion of Chinese tea and rosa roxburghii. The design is also created on the basis of culture inheritance by adopting Chinese auspicious red as the theme color, and with layout incorporated with traditional Chinese elements.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Due to the lack of personalization of the old packaging of the product which visual communication information is unclear, there is no unique imprint of its own category. Therefore, in order to better communicate with consumers, enhance the local characteristics and charm of rosa roxburghii and tea culture, and convey the new concept of "health, naturalness, vitality, and inheritance", a brand-new appearance design is needed to carry and present the concept and values behind the brand.

OPERATION / FLOW / INTERACTION:
With the tea beverage market constantly developing, safety and health have become the major concerns of consumers in their choice of tea beverage. Therefore, in order to create a healthy, natural, and high-quality brand, the illustrations have a creative style combining nature with vitality, echoing with people’s original desire.

PROJECT DURATION AND LOCATION:
The project started in April 2019 in Guangzhou, and finished in September 2019 in Guangzhou.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The design material is made of aluminum can.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The packaging with a capacity of 245ml,the packaging size is 65mm in length, 65mm in width and 95mm in height.

TAGS:
Rosa Roxburghii,Tea packaging,Traditional Chinese elements,Illustration,Beverage Packaging

RESEARCH ABSTRACT:
With the continuous improvement of living standards, people pay more and more attention to the quality of life, and have higher requirements for the aesthetics of packaging design and the charm it shows. Therefore, on the basis of retaining the traditional "tea" cultural characteristics of the product, our design has incorporated modern art elements, which is to interpret the life attitude conveyed by the brand – "returning to original nature, and staying healthy and progressive."

CHALLENGE:
The challenge mainly lies in how to better improve the awareness and competitiveness of rosa roxburghii tea in the consumer market, so as to make it stand out among the competing products. To address this challenge, we have added the healthy and natural attributes of rosa roxburghii tea to the traditional tea culture elements. Through visual creativity and brand integration, we further improved the relationship between the brand and consumers, and brought consumers a more reliable sense of brand trust.

ADDED DATE:
2020-09-29 03:20:50

TEAM MEMBERS (2) :
Creative Director: Zhiji Dong and Designer: Lu Gu

IMAGE CREDITS:
Guangzhou Cheung Ying Design Co., Ltd., 2020.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Guangzhou Cheung Ying Design Co., Ltd.

PROFILE:
Guangzhou Cheung Ying Design Co.,Ltd. is a professional organization offering comprehensive and creative designs. It focuses on personalized brand experience and imbeds design thinking into various fields, which is to provide accurate and effective design language and visual solutions for brand establishment and application communication. They have no fixed model, no fixed style, and no fixed boundaries. Their unique, flexible and smart model affects their design thinking and project operations. Through the integration capability of multi-dimensional excavation of the brand's unique DNA, they create a brand that resonates with people while allowing the brand to have sustainable competitiveness in a diversified market.

NOMINATION DETAILS

Rosa Roxburghii Tea Packaging by Guangzhou Cheung Ying Design Co., Ltd is a Nominee in Packaging Design Category.

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AWARD DETAILS

Rosa Roxburghii Tea Packaging by Guangzhou Cheung Ying Design Co., Ltd is Winner in Packaging Design Category, 2020 - 2021.



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