Wanglaoji Black Herbal Tea Beverage by Tiger Pan

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DESIGN DETAILS
DESIGN NAME:
Wanglaoji Black Herbal Tea

PRIMARY FUNCTION:
Beverage

INSPIRATION:
We have studied the scene of the target consumers’ daily life. The illustration of vectorgraph depicts a seemingly messy world of homestay, where those routine stuff is humanized. Thus, the lively and quirky ambience is created on the package. The 3 Chinese characters of “王老吉” reminds people of the Chinese spell stuck on doors so as to calm down the angry beasts of wanglaoji, which actually are a young bunch of people who pursue liberty and respect personal feelings.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
WANGLAOJI’s Black Herbal Tea, with intensive taste, is customized specially to cater to young people. The graphic design depicts the networked lifestyle of most young people, presenting interesting scenes and playthings from their daily life. The packing box is designed into a hexagonal prism with a storage of 12 bottles. The special model will distribute the carrying weight by the handle of thick and wide paper, which will stimulate people to consume and share the product.

OPERATION / FLOW / INTERACTION:
Black herbal tea is thought as a officinal drink as it functions medically to kill inflammation and decrease internal heat in human body. Young people won't choose it over carbonate beverages in leisure time so we decide to use some young elements in the design. The new design with elements of network and modern life will attract both the young and the old to consume the product.

PROJECT DURATION AND LOCATION:
The project started from June 2017 and finished in September 2017. The design is done in Shenzhen, proofing in Shanghai, production in Guangzhou.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The main technique about this case is spot-color printing on aluminum can.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Capacity is 310ml, diameter is 57mm and height is 148mm.

TAGS:
Tiger Pan, Herbal Tea, Beverage, Colorful Black, Package Design, Graphic Design, Illustration, Snowflake,Snow Beer

RESEARCH ABSTRACT:
We have done quite a lot of online research about the taste of the young. And we also found out that the original image of the brand is thought to be aging and some packages of client's product are considered old-fashioned. Therefore, we decide to make use of the historical background but demonstrate it with modern aesthetics. When the product with our new package is launched, it caused a heated discussion in social media and became a popular topic online.And the design is named as Colorful Black by people online.

CHALLENGE:
The client's own printing machine can only do seven-color, which is limited for us as we wanted to add matt lamination afterwards. And the material of aluminum also restricts our choice of different techniques.

ADDED DATE:
2017-09-27 02:48:25

TEAM MEMBERS (3) :
Designer:Tiger Pan, Illustrator: Enisaurus (Valencia, Spain) and Assistant: Longfei Xiao

IMAGE CREDITS:
Tiger Pan, 2017.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Guangzhou Wanglaoji Pharmaceutical Company Limited

PROFILE:
Wanglaoji is a very famous company in China and their main product of herbal tea is known to all Chinese families. It is so welcome that people gradually realize and accept the notion that herbal tea can be consumed every day for the sake of health. And this new product of black herbal tea targets at young people and it is already well-known to many after the package design is made.

NOMINATION DETAILS

Wanglaoji Black Herbal Tea Beverage by Tiger Pan is a Nominee in Packaging Design Category.

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AWARD DETAILS

Wanglaoji Black Herbal Tea Beverage by Tiger Pan is Winner in Packaging Design Category, 2017 - 2018.



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