Nothing is Something - Cloudy Tea
This product is positioned as collective and commemorative products by RuanYuanchang tea. We hope that the packaging design should have distinctive visual effect and traditional Chinese features to realize a sense of ritual when it is opened. Therefore, we think about that whether there is a similar reflective way in the traditional Chinese etiquette, which has different packaging from other teas. Finally we found inspiration in the ancient calligraphy and painting scroll.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Combined with the packaging of traditional Chinese calligraphy and painting scroll, the design involves the inspiration of scroll into the tea tube and tea bag, which has different features from other designs. The advantages of this design is that people will have a sense of ritual when they opened the package. After opening the knot, it unfolds a picture of Chinese landscape painting which is composed of the roots of a tree, leaves of tea and flower of tea. It can not be seen before opening, thus the packaging only has concise patterns which only includes teapot, words and seal.
Different teapots brings in different tea aroma, water drops and streaming shape, leading people untie the rope and open the package. Now a Chinese landscape painting idea is neatly combined with the package, based on tea tree’s root, tea leaves and tea flower, three illustration of tea plantation, tea trading and tea-tasting are depicted, which shows correspondingly the tea growing environment, historical trading scene and tea-tasting mood back in the garden.
OPERATION / FLOW / INTERACTION:
The Pu’er tea is a kind of collection which has the following features: the longer it keeps, the better its flavor may have. Certain permeability needs to be kept during the packing and preservation to realize the gradual fermentation. The collection of Pu'er tea has the potential of increasing value between 15%-25% every year. Thus the operation of the program aims to those collectors who prefer to keep Pu'er Tea of ancient trees and in favor of traditional Chinese culture at the same time. Generally speaking, the consumer group are people who have an age of over 35 years old, have stable income and savings as well as a deep love for traditional Chinese culture.
PROJECT DURATION AND LOCATION:
The project started in May 2016 in Shanghai and finished in October 2016 in Shanghai, and was exhibited in Hong Kong Convention and Exhibition Centre in Dec. 2016.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
The material of packing is mainly environment-friendly and renewable kraft papers, which combined with twine, to realize the sales of limited edition. Therefore, it has limited quantities and low costs but to require to reflect the simplicity and elegance of the tea. It needs to provide people with illustration full of stories and temperatures of manual packaging.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Paper bag unfolded: 110mm(width)*33mm(depth)*246mm(height)
Paper bag tied knot: 110mm(width)*33mm(depth)*165mm(height)
120g renewable kraft papers and white kraft paper, kraft paper rope
Scroll unfolded: 500mm(width)*40mm(depth)*192mm(height)
Scroll tied knot: 82mm(width)*40mm(depth)*192mm(height)
Kraft paper tube with cork, laminating, 120g renewable kraft papers and white kraft paper, kraft paper rope
Technology: monochrome printing, golden hot stamp(seal), illustration details with UV oil
We exactly understands its cultural significance and reflect that on his design. Chinese landscape painting(tea tree’s root, tea leaves and tea flower reflects separately of the tea plantation, tea trading and tea-tasting) is hiding in the scroll, the package material used kraft paper and paper rope, which is infused with humanitarian temperature.
To build RunYuanChang into a brand with the most cultural ambience among other Chinese tea brands, we pay more attention to customers’ product experience and appreciation, what’s more, we try to express the brand value and “It's the thought that counts” connotation with lower cost and environmental friendly concept.
Because the products are limited edition, small and exquisite, after the package with great collection value come out, plus their high-quality tea, the products are sold out in a short time.
The hardest part of this design was how to express connotation of Chinese traditional elements and cultural status through the packaging. And can not show with noble material, because it also reflects the environmental protection, Chinese moderation humanistic spirit, rustic and elegant of tea itself.
TEAM MEMBERS (5) :
Creative Designer:Shaobin Lin, Illustration:Shaobin Lin, Font:Xianqi Cai, Photographer:Yanpeng Chen and Print:Xinyi Chen