Yun Tea Premium Gift by Jacky Cheung

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DESIGN DETAILS
DESIGN NAME:
Yun Tea

PRIMARY FUNCTION:
Premium Gift

INSPIRATION:
Identity is the theme for defining this project. During my research, I have considered the relationship between personal identity and cultural traditions, as well as any idea that evokes my characteristic of Anglo-Chinese cultural background. Tea culture is very popular with both British and Chinese people, the ritual of tea drinking with cross-over of two cultures could provide a wealth of research areas.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
A premium tea gift collection with the concept of Chinese zodiac and horoscopes, incorporating a bilingual brand identity, that helps to promote this Chinese cultural tradition to the worldwide people through an innovative approach and contemporary tone of voice. The graphic style of western chinoiserie willow pattern has been manipulated with the eastern Chinese papercutting zodiac character, that creating a unique visual identity which is related to tea and zodiac lucky flower.

OPERATION / FLOW / INTERACTION:
The concept of tag design is simple and intuitive, QR code is printed on the back of the leaf-shaped tag, which is encouraged to be scanned with any mobile phone, which is linked up with the specific horoscope website dedicatedly created for the purpose of presenting the monthly luck prediction, that can be in sync with the exact present month of site browsing. So people can view the more detail infographic of their horoscope while enjoying a cup of tea.

PROJECT DURATION AND LOCATION:
Apr - Aug 2016 in Hong Kong

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Each set of teapot-shaped packaging will be printed with one spot colour on a high quality corrugated paper.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Teapot-shaped packaging: Width 120 mm x Depth 140 mm x Height 240 mm Individual tea-bag packaging: Width 65 mm x Depth 56 mm x Height 45 mm

TAGS:
tea, packaging, flowering-tea, chinese zodiac, chinese horoscope, lucky, fortune, identity, chinoiserie, willow pattern

RESEARCH ABSTRACT:
My research essay: "The interpretation of Orientalism and Semiotics in Anglo-Chinese tea culture". Related blog post - "https://jackycheungblog.wordpress. com/2016/08/19/my-final-essay/"

CHALLENGE:
I've conducted further research on the contemporary reinterpretations of chinoiserie willow pattern from some modern graphic designers, such as Robert Dawson, Bovey Lee, Pamela Papatone and Olly Moss to help contextualise my zodiac identity design. For the packaging material, I've explored the corrugated paper net as well as the wooden box approaches for my idea development of teapot-shaped packaging and finally, paper was chosen as it's more eco-friendly. Regarding the typographic issue, I've looked at several english typefaces and paired with my Chinese brand identity, I've undertaken the font comparison between "Klinic Slab" and "Decour". After my thorough consideration, "Klinic Slab" has been chosen as the final decision.

ADDED DATE:
2017-02-26 07:25:13

TEAM MEMBERS (1) :
Jacky Cheung

IMAGE CREDITS:
Jacky Cheung, 2016.

Visit the following page to learn more: http://goo.gl/LxL1PK
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CLIENT/STUDIO/BRAND DETAILS
NAME:
SharpMotion

PROFILE:
SharpMotion is a multi-disciplinary design agency which is dedicated to provide creative services and solutions in corporate and marketing communication. Driven by passion and meticulous attention to detail, our design language is motivated by creative strategy, fueled by sharp idea and powered by sophisticated technology. We forge our concepts into extraordinary experiences that make connections, build brands and deliver unmatched results to our clients. With over 20 years of graphic and interactive design experience, our awarded creative director - Jacky Cheung - who studied graphic design at the University of Hertfordshire (UK) and graduated with first-class honours, has led us to establish from a local Hong Kong studio to a renowned creative agency. Besides, he has joined the Hong Kong Designers Association as full member since 2006. As a full service visual communication consultant, we are proud of companies we keep, from start-ups to mega-corps. Our clients range across many exciting business, from famous brand and financial to government and education. We are proud to serve our clients all over the world with great enthusiasm to create designs consist of both International and Asian aesthetic.

NOMINATION DETAILS

Yun Tea Premium Gift by Jacky Cheung is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

Yun Tea Premium Gift by Jacky Cheung is Winner in Graphics and Visual Communication Design Category, 2016 - 2017.



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