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:
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
tea, packaging, flowering-tea, chinese zodiac, chinese horoscope, lucky, fortune, identity, chinoiserie, willow pattern
My research essay: "The interpretation of Orientalism and Semiotics in Anglo-Chinese tea culture". Related blog post - "https://jackycheungblog.wordpress.
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.
TEAM MEMBERS (1) :
Jacky Cheung, 2016.