Kaigua Опаковка за пакетчета чай by Chushan Design

Kaigua Опаковка за пакетчета чай by Chushan Design is a highly esteemed winner of the very prestigious 2025 Бронзова награда A' Design Award in Дизайн на опаковки Competition Category.

БронзОпаковки· 2025

Kaigua Опаковка за пакетчета чай

by Chushan Design

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

Бронзова награда A' Design Award Winner in Опаковки Category

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Colors

The Design

About Kaigua Опаковка за пакетчета чай

Kaigua е дизайн на опаковка за увиснали чаени пакетчета (hanging ear). Външната кутия е проста кутия със заключващ механизъм с размери 115 на 120 на 35 милиметра, съобразена за еднорачна употреба и за пътуване. Предната страна носи розов цвят по системата Spot Color и щамповани с горещо фолио китайски йероглифи. Информацията за вкуса и продукта е приложена чрез самозалепващи стикери, което намалява печатните материали и отпадъците от опаковане. Вътре запечатани алуминиево-фолиени пликчета с размери 100 на 120 милиметра запазват чая свеж. Пет символа от И Дзин съответстват на пет вкуса чай, а тълкуване е отпечатано на гърба на всяко пликче.

The Recognition

About the Бронзова награда A' Design Award

Kaigua Опаковка за пакетчета чай е носител на Бронзовата награда A' Design Award — високо престижно признание, присъждано на изключителни дизайни, които се отличават с творчество, изобретателност и проницателност. Бронзовите победители са изобилно умели и поразително творчески артефакти, които удостоверяват богатия опит, въображение и находчивост на своите дизайнери. Очаква се Kaigua Опаковка за пакетчета чай да бъде високо ценен, възхищаван и обичан предмет, забележително професионален и иновативен. Този дизайн, спечелил Бронзовата награда A' Design Award, включва най-добрите практики в изкуството, науката, дизайна и технологиите и е отличен с вниманието си към детайла. Kaigua Опаковка за пакетчета чай великолепно удовлетворява нуждите, докосва желанията, очарова чувствата и привлича любопитството.

Behind the Design

Press Kit

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

Unique Properties: "Kai Gua" is an hanging ear tea bag product. The outer box centers on the interactive concept of "open the box, activate luck," reinventing tea rituals through playful divination symbols. Five I Ching symbols with auspicious Eastern meanings correspond to five tea flavors. As hot water meets the bag, tea aroma and "good fortune" are released simultaneously. The character (gua) bridges cultural gaps with its dual pun: "ear-hook" for modern convenience and "divination symbol" for timeless wisdom.
Dimensions & Packaging: Considering the ergonomics of single-handed use and the portability for travel, we have set the dimensions of the outer packaging to 115mm*120mm*35mm, ensuring a comfortable grip while being easy to carry. The inner sealed aluminum foil bag is sized at 100mm*120mm, perfectly fitting the outer box, further enhancing the overall convenience and practicality.
Tags: Mystical Consumption, I Ching, Tea Leaves, Drip Tea, Eight Trigrams
Production Technology: This design follows the principle of simplicity and efficiency, using the most basic lockbox as the outer packaging. The front of the box features a vibrant pink special color, complemented by the exquisite hot-stamping process to display the Chinese characters (kaigua) along with a distinctive brand slogan, creating a strong visual impact and brand recognition. To reduce packaging waste and enhance shipping efficiency, we have opted for adhesive stickers to indicate product flavors and information, eliminating unnecessary materials used in traditional printing. The inner packaging uses aluminum foil bags, optimized for both sealing and color, ensuring product freshness while enhancing the overall aesthetic with carefully chosen colors. This overall solution embodies a design philosophy that balances environmental friendliness, simplicity, and efficiency, while addressing both brand image and logistics convenience.
Design Challenge: The challenge of cultural translation is transforming the abstract wisdom of the 64 hexagrams of the *I Ching* into interactive symbols. We select five representative hexagrams and use packaging design to help consumers easily understand their meanings. By associating tea flavors with the hexagrams and using simple icons, we make the concept intuitive, enhancing user engagement. The innovation of drip tea addresses behavioral inertia, breaking the traditional "slow brewing" habit and making tea drinking fast and easy, in line with modern life.
Research: This study uses a mixed-methods approach, surveying young professionals aged 25-35. It aims to create a tea-drinking experience that combines cultural resonance with practical value, addressing the mismatch between traditional tea and modern office environments. The study also tests the cognitive efficiency of I Ching symbols in consumer settings. The goal is to create a new category of "mystical consumption," increase sales and transaction value, and turn ancient wisdom into daily rituals, promoting cultural heritage while balancing functionality and emotional value in design.
Inspiration: "Kai Gua" combines Generation Z's love for astrology with the convenience of drip coffee bags, blending ancient divination with modern life. The name plays on the dual meaning of "ear hook" (efficiency) and "divination symbol" (Eastern philosophy). Tearing open the bag evokes the phrase "activating luck," turning the 64 I Ching symbols into office inspiration. This redesign makes tea drinking both a quick "physical technique" and a "spiritual uplift" through symbolic divination.
Project Duration: The project was launched in March 2024 in Shenzhen, China, and completed in May 2024.
Operation Flow: After opening the outer box, randomly take out a sealed aluminum foil bag, carefully observe the hexagram on the front, and refer to the interpretation on the back. While savoring the aroma of the tea, you will seamlessly blend practicality with a sense of ceremony. Each cup of tea is not only a refreshing experience but also a symbolic "cheat code activation" moment, offering you a brand-new tea-drinking experience.
Team Members: Yin Peng
Mai Jingjing
Wang Kaixin
Image Credits: Image #1: Photographer Lu Weiyu, KaiGua, 2024.
Image #2: Photographer Lu Weiyu, KaiGua, 2024.
Image #3: Photographer Lu Weiyu, KaiGua, 2024.
Image #4: Photographer Lu Weiyu, KaiGua, 2024.
Image #5: Photographer Lu Weiyu, KaiGua, 2024.