Silver Packaging Design · 2022
Tianmu Yunwu Tea Packaging
- A' Design Award 2022 Silver Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Xinchang County Government
- Estimated Number of Design Views: 25,810
- Verification code E364226612 · Verify this award
About Tianmu Yunwu Tea Packaging
Tianmu Yunwu Tea is a gift box designed for packaging tea sold as a travel souvenir in Xinchang. The outer box takes the shape of a mountain and uses a two-layer pull-out structure. When the box is opened, the inner jar rises, creating a scene of mountains, land and clouds for display. The main visual is based on the local Queen Mother's Banquet culture, and combines traditional elements with a modern style. The gift box measures 300 by 200 by 180 millimeters and the jar measures 90 by 90 by 90 millimeters.
HUI QIONG YANG's Tianmu Yunwu Tea Packaging presents a masterful synthesis of contemporary packaging design and classical visual heritage, creating a ceremonial object that elevates the quotidian act of tea consumption into ritualized experience. The designer demonstrates exceptional fluency in material semiotics, deploying the profound contrast between matte black surfaces and lustrous forest green elements to establish immediate premium positioning while maintaining visual restraint appropriate to tea culture's contemplative associations. The mythological creatures adorning the packaging draw upon centuries of auspicious imagery, their dynamic poses and sinuous forms rendered with calligraphic vitality that suggests both traditional brush painting and contemporary illustration sensibilities. Particularly noteworthy is the systematic approach to the unboxing journey, with each successive layer revealing new formal pleasures through varied geometric vocabulary, from the rectangular outer box through rounded canisters to pyramidal individual sachets, creating what might be termed a phenomenology of revealing that transforms functional necessity into aesthetic choreography. The cloud motifs rendered in delicate gold linework serve multiple functions simultaneously, referencing the tea's poetic name, establishing atmospheric depth on flat surfaces, and connecting individual components through consistent visual language. The chromatic strategy demonstrates sophisticated understanding of color psychology within luxury contexts, with the deep green suggesting freshness, nature, and vitality while the black ground conveys elegance, mystery, and premium value. How might we understand the ways in which packaging design can transform commodity goods into objects of contemplation and cultural transmission?
Press Kit
- Unique Properties
- This is tea packaging, and Tianmu Yunwu tea is used as a souvenir for traveling in Xinchang. The overall packaging gift box is in the shape of a mountain, and the two-layer pull-up structure is integrated into the visual expression of the Queen Mother’s feast culture. Pack a unique vision and a wonderful experience.
- Dimensions & Packaging
- Gift box size: 300 mm x 200 mm x 180 mm
Jar size: 90 mm x 90 mm x 90 mm - Tags
- packaging, vision, creativity, structure, oriental aesthetics
- Production Technology
- The overall packaging gift box takes the mountain as the shape of the two-layer pull-up structure, and then integrates the visual expression of the Queen Mother's feast culture, which is not only easy to identify, but also easy to spread quickly in the market. The product packaging of Laoyunwu tea has a unique vision and a beautiful experience. The main visuals of the outer box, the Queen Mother's Banquet and the outer box black, not only reflect the tea culture of Tianmu Yunwu brand, but also conform to the aesthetics and preferences of contemporary young people. The packaging method of the inner packaging adopts the perfect integration of the mountain-shaped appliance jar and the ground form. At the same time, the packaging structure adopts the upper and lower two-layer pull-out type, and the special structure of the jar is lifted at the same time, forming a scene-based, simple and convenient mountain terrain paper. The mold is fixed, which is environmentally friendly and cost-saving. When the box is opened, the jar rises, forming a scene of mountains, ground and clouds for easy display and display.
- Design Challenge
- The difficulty of design lies in excavating the local culture and how to integrate the product with the local culture to form an organic whole. In terms of packaging structure, how to realize the lifting of the can when it is pulled, forming a creative structural point of interaction and making the packaging more distinctive. How products can drive local industries and stimulate the development of the local economy.
- Project Duration
- The project started in Chengdu in March 2021, completed in Chengdu in June 2021, and exhibited in Xinchang in August 2021.
- Operation Flow
- The research and development of Tianmu Yunwu Tea products draws inspiration from nature and oriental cuisine, and uses traditional and ancient craftsmanship to create rich tastes. The product packaging mainly takes the mountain as the vessel, the ground as the shape, the cloud as the environment, and the Queen Mother as the background, closely following the Xinchang Tianmu tea culture, combining the Queen Mother's feast and the national tide, and modernizing the traditional elements as the innovation. The visual presentation of the main body resonates with consumers emotionally, thereby showing individuality, culture, and high appearance.
- Research
- Through the exploration of the local tea culture background and historical culture in Xinchang, the packaging integrates myths, mountains, land and clouds into the whole packaging gift box, forming an organic whole with the local culture. Extraction of the concept of pot shape - Shenxianju is a famous mountain in ancient times, known as Tianmu Mountain, and the tea growing environment is superior. Extraction of the terrain concept of Xinchang - Xinchang has been the hometown of tea production since ancient times. Cloudscape Concept Extraction - Cloud Sea is one of the Eight Wonders of Immortal Residence, surrounded by clouds and mists, it is exceptionally beautiful, and being in it is like entering a fairyland. The unique local culture will be used to create travel companion gift products with local characteristics to drive the development of local industries.
- Inspiration
- Inspired by the map of the Queen Mother's Banquet, it explores the local culture and integrates myths, mountains, land and clouds into the entire packaging gift box to form an organic whole with the local culture.
- Image Credits
- Image #1: Designer Huiqiong Yang, Packaging Vision, 2021.
Image #2: Designer Huiqiong Yang, Packaging Vision, 2021.
Image #3: Designer Huiqiong Yang, Packaging Vision, 2021.
Image #4: Designer Huiqiong Yang, Packaging Vision, 2021.
Image #5: Designer Huiqiong Yang, Packaging Vision, 2021.
Colors of Tianmu Yunwu Tea Packaging
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We transform local culture and heritage into award-winning packaging that drives tourism and economic growth. Our designs blend mythology, tradition, and modern aesthetics to create memorable brand experiences that resonate with contemporary consumers.
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