Ccpuerh Tea Packaging Design by Somethink Brand is a highly esteemed winner of the very prestigious 2020 Bronze A' Design Award in Packaging Design Competition Category.

BronzePackaging· 2020

Ccpuerh Tea Packaging Design

by Somethink Brand

Client: Ccpuerh

Bronze A' Design Award Winner in Packaging Category

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Verified Award Winner

Verify Award Status for #92660

View at A' Design Award Press Release Award Badge

Colors

The Design

About Ccpuerh Tea Packaging Design

Ccpuerh Tea is a packaging design for a range of pressed and loose teas. The container is a round aluminium can with an electroplated gold lid, a bronzed pattern and silk-screened text. The can measures 80 mm in diameter, with a body height of 70 mm and a lid height of 10 mm. Three printed shapes, round, prismatic and triangular, mark small round tea, small square tea and loose tea. Different can colours indicate different stages of tea maturity, so buyers can identify each product quickly. The design gives traditional tea a simple and modern look.

The Recognition

About the Bronze A' Design Award

Ccpuerh Tea Packaging Design is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Ccpuerh Tea Packaging Design is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Ccpuerh Tea Packaging Design splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.

Image Analysis

Color Temperature: WarmSymmetry: AsymmetricBackground: No Clear Backdrop

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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
Production Technology: Round aluminum can body, lid electroplated gold, pattern bronzing, text silk screen process.
Design 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.
Research: 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.
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.
Project Duration: Launched in Dongguan in January 2019,
completed in Guangzhou in April 2019,
and exhibited in Dongguan in June 2019.
Operation Flow: 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.
Team Members: Astro Wong
Dorne Tsui
Jr Deng
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.