Kaigua Hanging Ear Tea Bag Packaging by Chushan Design |
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| DESIGN NAME: Kaigua PRIMARY FUNCTION: Hanging Ear Tea Bag Packaging INSPIRATION: "Kai Gua" combines Generation Z's love for astrology with the convenience of drip coffee bags, blending ancient divination with modern life. The name plays on the dual meaning of "ear hook" (efficiency) and "divination symbol" (Eastern philosophy). Tearing open the bag evokes the phrase "activating luck," turning the 64 I Ching symbols into office inspiration. This redesign makes tea drinking both a quick "physical technique" and a "spiritual uplift" through symbolic divination. UNIQUE PROPERTIES / PROJECT DESCRIPTION: "Kai Gua" is an hanging ear tea bag product. The outer box centers on the interactive concept of "open the box, activate luck," reinventing tea rituals through playful divination symbols. Five I Ching symbols with auspicious Eastern meanings correspond to five tea flavors. As hot water meets the bag, tea aroma and "good fortune" are released simultaneously. The character (gua) bridges cultural gaps with its dual pun: "ear-hook" for modern convenience and "divination symbol" for timeless wisdom. OPERATION / FLOW / INTERACTION: After opening the outer box, randomly take out a sealed aluminum foil bag, carefully observe the hexagram on the front, and refer to the interpretation on the back. While savoring the aroma of the tea, you will seamlessly blend practicality with a sense of ceremony. Each cup of tea is not only a refreshing experience but also a symbolic "cheat code activation" moment, offering you a brand-new tea-drinking experience. PROJECT DURATION AND LOCATION: The project was launched in March 2024 in Shenzhen, China, and completed in May 2024. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: This design follows the principle of simplicity and efficiency, using the most basic lockbox as the outer packaging. The front of the box features a vibrant pink special color, complemented by the exquisite hot-stamping process to display the Chinese characters (kaigua) along with a distinctive brand slogan, creating a strong visual impact and brand recognition. To reduce packaging waste and enhance shipping efficiency, we have opted for adhesive stickers to indicate product flavors and information, eliminating unnecessary materials used in traditional printing. The inner packaging uses aluminum foil bags, optimized for both sealing and color, ensuring product freshness while enhancing the overall aesthetic with carefully chosen colors. This overall solution embodies a design philosophy that balances environmental friendliness, simplicity, and efficiency, while addressing both brand image and logistics convenience. SPECIFICATIONS / TECHNICAL PROPERTIES: Considering the ergonomics of single-handed use and the portability for travel, we have set the dimensions of the outer packaging to 115mm*120mm*35mm, ensuring a comfortable grip while being easy to carry. The inner sealed aluminum foil bag is sized at 100mm*120mm, perfectly fitting the outer box, further enhancing the overall convenience and practicality. TAGS: Mystical Consumption, I Ching, Tea Leaves, Drip Tea, Eight Trigrams RESEARCH ABSTRACT: This study uses a mixed-methods approach, surveying young professionals aged 25-35. It aims to create a tea-drinking experience that combines cultural resonance with practical value, addressing the mismatch between traditional tea and modern office environments. The study also tests the cognitive efficiency of I Ching symbols in consumer settings. The goal is to create a new category of "mystical consumption," increase sales and transaction value, and turn ancient wisdom into daily rituals, promoting cultural heritage while balancing functionality and emotional value in design. CHALLENGE: The challenge of cultural translation is transforming the abstract wisdom of the 64 hexagrams of the *I Ching* into interactive symbols. We select five representative hexagrams and use packaging design to help consumers easily understand their meanings. By associating tea flavors with the hexagrams and using simple icons, we make the concept intuitive, enhancing user engagement. The innovation of drip tea addresses behavioral inertia, breaking the traditional "slow brewing" habit and making tea drinking fast and easy, in line with modern life. ADDED DATE: 2025-02-26 10:57:10 TEAM MEMBERS (3) : Yin Peng, Mai Jingjing and Wang Kaixin IMAGE CREDITS: Image #1: Photographer Lu Weiyu, KaiGua, 2024. Image #2: Photographer Lu Weiyu, KaiGua, 2024. Image #3: Photographer Lu Weiyu, KaiGua, 2024. Image #4: Photographer Lu Weiyu, KaiGua, 2024. Image #5: Photographer Lu Weiyu, KaiGua, 2024. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Shenzhen Chushan Design Culture Group Co., Ltd. PROFILE: CSD Chushan Design is a full-stack product strategy service brand and one of China's most professional brand power innovation agencies. With "Growth Services" as its core driving force, we leverage Stanford University's Design Thinking methodology - the 7D Creation Method - to help enterprises achieve growth in brand power and product capabilities. Our comprehensive services encompass the entire value chain, including: Strategic Opportunity Insights, Product Pre-concept Exploration, User Empathy Research & Product Definition, Design Definition, Product Development & Implementation, and Brand Marketing. We provide end-to-end solutions that bridge strategic planning to market execution, empowering brands to transform insights into impactful business outcomes. |
| AWARD DETAILS | |
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Kaigua Hanging Ear Tea Bag Packaging by Chushan Design is Winner in Packaging Design Category, 2024 - 2025.· Read the interview with designer Chushan Design for design Kaigua here.· Press Members: Login or Register to request an exclusive interview with Chushan Design. · Click here to register inorder to view the profile and other works by Chushan Design. |
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