Rosa Roxburghii Te-emballage by Guangzhou Cheung Ying Design Co., Ltd.

Rosa Roxburghii Te-emballage by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award i Guld in Emballagedesign Competition Category.

GuldEmballage· 2021

Rosa Roxburghii Te-emballage

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award i Guld Winner in Emballage Category

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Verified Award Winner
Verify Award Status for #111732

View at A' Design Award Press Release Award Badge

Colors

The Design

About Rosa Roxburghii Te-emballage

Rosa Roxburghii er et emballagedesign til en tedrik på dåse. Beholderen er en aluminiumsdåse, der måler 65 mm i længden, 65 mm i bredden og 95 mm i højden, med en kapacitet på 245 ml. Grafikken anvender en illustration i kinesisk stil af en rosa roxburghii-tehave, som afspejler den omhu, der er lagt i alt fra plantning til udvælgelse af materialer. Traditionelle kinesiske elementer og en lykkebringende rød temafarve former layoutet. Emballagen blev skabt for at give produktet en tydelig identitet og for at udtrykke sundhed, naturlighed, vitalitet og arv.

The Recognition

About the A' Design Award i Guld

Rosa Roxburghii Te-emballage er vinder af A' Design Award i Guld, en uhyre prestigefyldt anerkendelse, der tildeles førsteklasses, vidunderlige og fremragende designs. Guldvinderne er yderst innovative, højt visionære og glamourøst blændende skabelser, der afspejler deres designeres geni, visdom og dygtighed. Rosa Roxburghii Te-emballage forventes at være en højt rost, trendsættende og monumental opfindelse, der leverer hidtil uset værdi. Dette design, der har vundet A' Design Award i Guld, er et spektakulært, respekteret projekt, som i høj grad gavner og flytter grænserne for kunst, videnskab, design og teknologi. Rosa Roxburghii Te-emballage skaber intense følelser af begær, vækker passion, opmuntrer kreativitet og fascinerer os.

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