Ccpuerh Tea Packaging design by Somethink Brand

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DESIGN DETAILS
DESIGN NAME:
Ccpuerh Tea

PRIMARY FUNCTION:
Packaging design

INSPIRATION:
They found that in China, the tea industry is no longer confined to the traditional form of drinking, no matter from the consumer population or the use of the scene, the youngerization of the tea industry has become a trend. Most Chinese young people, when drinking tea, may even refuse to use too traditional tea packaging or drinking. In this case, they have studied the current tendency of young people to visual aesthetics and redesigned the packaging of this project. Through rich colors and simple typography, as well as the distinction between the elements on the packaging, people can quickly identify the products in different can bodies and enrich the visual impact. And they put forward the design concept of "simply drinking good tea", which makes the behavior of drinking tea more simple.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This is a packaging project for tea. Through rich color matching, they create a variety of brand personality and growth space, pay attention to color matching system and saturation, etc., to create a high-end atmosphere and fashion characteristics. On the packaging, they used three shapes of round, prismatic and triangular, which correspond to small round tea, small square tea and loose tea. Different color cans represent different states of tea maturity. It allows consumers to quickly identify products in different can bodies and enrich their visual impact. What's important is that they broke the traditional impression inherent in the tea industry. They think that drinking tea can be very fashionable and very young.

OPERATION / FLOW / INTERACTION:
Through rich color matching, they create a variety of brand personality and growth space, pay attention to color matching system and saturation, etc., to create a high-end atmosphere and fashion characteristics. On the packaging, they used three shapes of round, prismatic and triangular, which correspond to small round tea, small square tea and loose tea. Different color cans represent different states of tea maturity. It allows consumers to quickly identify products in different can bodies and enrich their visual impact. Let the behavior of drinking tea can also be very fashionable and very young.

PROJECT DURATION AND LOCATION:
Launched in Dongguan in January 2019, completed in Guangzhou in April 2019, and exhibited in Dongguan in June 2019.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Round aluminum can body, lid electroplated gold, pattern bronzing, text silk screen process.

SPECIFICATIONS / TECHNICAL PROPERTIES:
80mm in diameter, tank height 70mm, cover height 10mm Compress tea leaves into small round, small square and loose tea.

TAGS:
Packaging, tea, color, fashion, youth

RESEARCH ABSTRACT:
They found that in China, the tea industry is no longer confined to the traditional form of drinking, no matter from the consumer population or the use of the scene, the youngerization of the tea industry has become a trend. Most Chinese young people, when drinking tea, may even refuse to use too traditional tea packaging or drinking. In this case, they have studied the current tendency of young people to visual aesthetics and redesigned the packaging of this project. Through rich colors and simple typography, as well as the distinction between the elements on the packaging, young people can quickly identify the products in different can bodies and enrich the visual impact. And they put forward the design concept of "simply drinking good tea", which makes the behavior of drinking tea more simple.

CHALLENGE:
In China, tea, as well as tea drinking, is full of traditional customs and rituals. How to get rid of the inherent impressions and make tea packaging more fashionable, younger and more high-end is the obstacle they have to overcome.

ADDED DATE:
2019-09-29 07:34:47

TEAM MEMBERS (4) :
Astro Wong, Dorne Tsui, Jr Deng and KC To

IMAGE CREDITS:
Image #1: Designer Astro Wong, ccpuerh tea, 2019.
Image #2: Designer Astro Wong, ccpuerh tea, 2019.
Image #3: Designer Astro Wong, ccpuerh tea, 2019.
Image #4: Designer Astro Wong, ccpuerh tea, 2019.
Image #5: Designer Astro Wong, ccpuerh tea, 2019.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
ccpuerh

PROFILE:
ccpuerh brand was established in 1995, this brand is a high-end pu 'er tea brand under chunfu run tea co., LTD., and the first high-end finished pu 'er tea brand in China. Since its establishment, shuang Chen has been focusing on the production and sales of high-quality finished pu-erh tea, providing the market and customers with the perfect combination of time and quality of finished pu-erh tea. The emergence of ccpuerh has filled the gap in the field of finished pu-erh tea in China and opened a new category.

NOMINATION DETAILS

Ccpuerh Tea Packaging Design by Somethink Brand is a Nominee in Packaging Design Category.

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AWARD DETAILS

Ccpuerh Tea Packaging Design by Somethink Brand is Winner in Packaging Design Category, 2019 - 2020.



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