Xuannao Master Cha Identitat de Marca by Chushan Design

Xuannao Master Cha Identitat de Marca by Chushan Design is a highly esteemed winner of the very prestigious 2024 A' Design Award d'Argent in Disseny Gràfic, Il·lustració i Comunicació Visual Competition Category.

ArgentGràfic· 2024

Xuannao Master Cha Identitat de Marca

by Chushan Design

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

A' Design Award d'Argent Winner in Gràfic Category

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Verified Award Winner
Verify Award Status for #160263

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Colors

The Design

About Xuannao Master Cha Identitat de Marca

Xuannao Master Cha és una identitat de marca creada per a una marca xinesa de te amb gas. El logotip mostra un panda practicant Qi Gong xinès sota el caràcter de Qi, escrit en cal·ligrafia de color taronja brillant. La figura del panda, anomenada Da Qi Xia, té una expressió digna i suggereix heroisme i un esperit vivaç. Aquestes qualitats estan vinculades a les bombolles del te. La cal·ligrafia i el panda arrelen la marca en la cultura oriental i fan que la beguda resulti familiar per als consumidors locals. El logotip no té una mida fixa, de manera que les seves postures i escala es poden adaptar a cada aplicació.

The Recognition

About the A' Design Award d'Argent

Xuannao Master Cha Identitat de Marca és un guanyador del guardó A' Design Award d'Argent, un reconeixement extraordinàriament prestigiós concedit a dissenys d'alta gamma, esplèndids i impressionants. Els guanyadors d'Argent són obres tremendament brillants i summament creatives que il·lustren la perícia, el talent i la perspicàcia excepcionals dels seus dissenyadors. Es preveu que Xuannao Master Cha Identitat de Marca sigui una obra meravellosa i de gran lluïment, remarcablement professional i profundament innovadora. Aquest disseny guanyador del guardó A' Design Award d'Argent és un invent molt notable i admirat que beneficia i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Xuannao Master Cha Identitat de Marca és una creació molt envejada que evoca desitjos, introdueix sentiments positius i desperta sorpresa i admiració.

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