Xuannao Master Cha Бранд идентичност by Chushan Design

Xuannao Master Cha Бранд идентичност by Chushan Design is a highly esteemed winner of the very prestigious 2024 Сребърна награда A' Design Award in Графичен дизайн, илюстрация и визуална комуникация Competition Category.

СреброГрафика· 2024

Xuannao Master Cha Бранд идентичност

by Chushan Design

Client: Shenzhen Chushan Design Culture Group Co., Ltd.

Сребърна награда A' Design Award Winner in Графика Category

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Colors

The Design

About Xuannao Master Cha Бранд идентичност

Xuannao Master Cha е бранд идентичност, създадена за китайска марка газирано чаено напитка. Логото показва панда, практикуваща китайски Ци Гун под йероглифа за Ци, изписан с ярко оранжева калиграфия. Фигурата на пандата, наречена Да Ци Ся, има достойно изражение и внушава героизъм и жизнерадостен дух. Тези качества са свързани с мехурчетата в чая. Калиграфията и пандата вкореняват бранда в източната култура и правят напитката позната на местните потребители. Логото няма фиксиран размер, така че неговите пози и мащаб могат да се адаптират към всяко приложение.

The Recognition

About the Сребърна награда A' Design Award

Xuannao Master Cha Бранд идентичност е носител на Сребърната награда A' Design Award — извънредно престижно признание, присъждано на дизайни от най-висока класа, великолепни и впечатляващи. Сребърните победители са изключително блестящи и крайно творчески творби, които илюстрират изключителната компетентност, талант и проницателност на своите дизайнери. Очаква се Xuannao Master Cha Бранд идентичност да бъде прекрасна, показна творба, забележително професионална и дълбоко иновативна. Този дизайн, спечелил Сребърната награда A' Design Award, е високо забележимо, възхищавано изобретение, което е от полза и разширява границите на изкуството, науката, дизайна и технологиите. Xuannao Master Cha Бранд идентичност е творение, на което мнозина завиждат, което събужда желания, внася положителни чувства и разпалва изумление и възхита.

Behind the Design

Press Kit

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

Unique Properties: The brand logo depicts a panda practicing Chinese Qi Gong under the vibrant orange calligraphy character for "Qi." The IP, "Da Qi Xia" exudes a dignified facial expression, reflecting the serious attitude of Chinese people towards their bubbly tea. Incorporating qualities like heroism, chivalry, and a lively spirit, we metaphorically relate these attributes to the bubbles in the tea, encapsulating the essence of Chinese bubbly tea with the word "Da Qi" – encouraging users to drink "Da Qi Cha" and become great achievers.
Dimensions & Packaging: The dimensions of the brand logo are not strictly defined, allowing flexibility for customization based on practical production considerations.
Tags: Brand Design, Logo Design, Brand Identity, IP Design, Tea, Panda
Production Technology: Rooted in emotional and functional values, the logo's depiction of Qi and the panda is the brand's core identity element and spiritual carrier. The design draws strength from the logo's interesting and dynamic vitality, allowing for the portrayal of different states through the movements of "Da Qi Xia."
Design Challenge: The challenge lies in incorporating the brand's cultural DNA to strengthen the Eastern visual experience. Effective communication with users to convey the brand's values is crucial.
Research: "Xuannao · Oriental Sparkling Tea " is a Chinese bubbly tea brand from Chongqing that creatively explores the world of Chinese original leaf tea, closely following market trends and catering to the youth. Focusing on the core quality of selecting 0 additives high-quality Chinese original leaf tea, the brand resonates with the youth through bubbly vibrations, incorporating 100% seasonal fresh fruit for a unique fruity touch, ultimately becoming the pioneer in "Fresh Fruit Bubbly Tea."
Inspiration: To minimize the foreign cultural unfamiliarity for Chinese consumers and provide a compelling reason to enjoy bubbly tea, we have integrated the expression of the Chinese character "Qi" from Eastern calligraphy. Embracing the national treasure, the panda, practicing Chinese Qi Gong, the brand features a majestic panda IP named "Da Qi Xia" . This symbol injects a healthy and friendly visual concept into the brand, resonating with the essence of the product.
Project Duration: The project commenced in June 2023 in Shenzhen and successfully concluded in December 2023, also in Shenzhen.
Operation Flow: Personalized application of the brand logo in different scenarios provides consumers with varying visual experiences, allowing them to perceive the brand's interesting and dynamic vitality.
Team Members: Yin Peng
Li Linlin
Liu Xingyu
Image Credits: Chushan Design