Rosa Roxburghii Teeverpakking by Guangzhou Cheung Ying Design Co., Ltd.

Rosa Roxburghii Teeverpakking by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award in Goud in Verpakkingsontwerp Competition Category.

GoudVerpakking· 2021

Rosa Roxburghii Teeverpakking

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award in Goud Winner in Verpakking Category

27,468
Verified Award Winner
Verify Award Status for #111732

View at A' Design Award Press Release Award Badge

Colors

The Design

About Rosa Roxburghii Teeverpakking

Rosa Roxburghii is 'n verpakkingsontwerp vir 'n ingemaakte teedrankie. Die houer is 'n aluminiumblikkie met 'n lengte van 65 mm, 'n breedte van 65 mm en 'n hoogte van 95 mm, met 'n kapasiteit van 245 ml. Die grafika gebruik 'n illustrasie in Chinese styl van 'n rosa roxburghii-teetuin, wat die sorg weerspieël wat van die plant tot die keuse van materiale geneem is. Tradisionele Chinese elemente en 'n gelukbringende rooi temakleur vorm die uitleg. Die verpakking is geskep om die produk 'n duidelike identiteit te gee en om gesondheid, natuurlikheid, lewenskrag en oorerwing uit te druk.

The Recognition

About the A' Design Award in Goud

Rosa Roxburghii Teeverpakking is 'n wenner van die A' Design Award in Goud, 'n geweldig prestigieuse erkenning wat toegeken word aan eersteklas-, wonderlike en uitstaande ontwerpe. Wenners in Goud is uiters innoverende, visionêre en glansryk verblindende skeppings wat die vernuf, wysheid en bekwaamheid van hul ontwerpers weerspieël. Daar word verwag dat Rosa Roxburghii Teeverpakking 'n hoogs geprese, tendensskeppende en monumentale uitvinding is wat ongekende waarde lewer. Hierdie ontwerp wat die A' Design Award in Goud gewen het, is 'n skouspelagtige, gerespekteerde projek wat die grense van kuns, wetenskap, ontwerp en tegnologie in hoë mate bevoordeel en uitbrei. Rosa Roxburghii Teeverpakking wek intense gevoelens van begeerte, roep passie op, moedig kreatiwiteit aan en boei ons.

Behind the Design

Press Kit

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

Unique Properties: Due to the lack of personalization of the old packaging of the product which visual communication information is unclear, there is no unique imprint of its own category. Therefore, in order to better communicate with consumers, enhance the local characteristics and charm of rosa roxburghii and tea culture, and convey the new concept of "health, naturalness, vitality, and inheritance", a brand-new appearance design is needed to carry and present the concept and values behind the brand.
Dimensions & Packaging: The packaging with a capacity of 245ml，the packaging size is 65mm in length, 65mm in width and 95mm in height.
Tags: Rosa Roxburghii,Tea packaging,Traditional Chinese elements,Illustration,Beverage Packaging
Production Technology: The design material is made of aluminum can.
Design Challenge: The challenge mainly lies in how to better improve the awareness and competitiveness of rosa roxburghii tea in the consumer market, so as to make it stand out among the competing products. To address this challenge, we have added the healthy and natural attributes of rosa roxburghii tea to the traditional tea culture elements. Through visual creativity and brand integration, we further improved the relationship between the brand and consumers, and brought consumers a more reliable sense of brand trust.
Research: With the continuous improvement of living standards, people pay more and more attention to the quality of life, and have higher requirements for the aesthetics of packaging design and the charm it shows. Therefore, on the basis of retaining the traditional "tea" cultural characteristics of the product, our design has incorporated modern art elements, which is to interpret the life attitude conveyed by the brand – "returning to original nature, and staying healthy and progressive."
Inspiration: The overall design is based on the Chinese style illustration of rosa roxburghii tea garden, which outlines the rigor from planting to selection of materials that is embedded in the brand, and conveys the essence of the fusion of Chinese tea and rosa roxburghii. The design is also created on the basis of culture inheritance by adopting Chinese auspicious red as the theme color, and with layout incorporated with traditional Chinese elements.
Project Duration: The project started in April 2019 in Guangzhou, and finished in September 2019 in Guangzhou.
Operation Flow: With the tea beverage market constantly developing, safety and health have become the major concerns of consumers in their choice of tea beverage. Therefore, in order to create a healthy, natural, and high-quality brand, the illustrations have a creative style combining nature with vitality, echoing with people’s original desire.
Team Members: Creative Director: Zhiji Dong
Designer: Lu Gu