Disainilahendus Tiantai Huangcha Brändi identiteet, autor Zhejiang Gongshang University

Disainilahendus Tiantai Huangcha Brändi identiteet, mille autor on Zhejiang Gongshang University, on kõrgelt hinnatud 2025 auhinna Hõbeauhind A' Design Award võitja konkursi kategoorias Graafika, illustratsiooni ja visuaalse kommunikatsiooni disain.

HõbeGraafika· 2025

Tiantai Huangcha Brändi identiteet

disainer: Zhejiang Gongshang University

Klient: 天台县人民政府

Auhind Hõbeauhind A' Design Award kategoorias Graafika

84,516

Kinnitatud auhinna võitja

Kinnita auhinna staatus disainile #152976

Vaata A' Design Award lehel Pressiteade Auhinna märgis

Värvid

Disain

Teosest Tiantai Huangcha Brändi identiteet

Tiantai Huangcha on brändi identiteedi ja pakendidisain, mis on loodud piirkondliku kollase tee jaoks. Logo ühendab punkti- ja lehekujusid lihtsas graafilises keeles. Üks ring sümboliseerib tee olemust. Kaks ringi väljendavad inimese ja looduse vastastikust mõju. Kolm ringi kujutavad sõpru, kes istuvad ümber laua, et teed jagada. All asuv teelootose graafika kordab kolme punkti ja viib märgi tervikuks. Pakend kasutab matti keraamikat metallist käepidemetega ning teekarbi vorm järgib logo kuju.

Tunnustus

Auhinnast Hõbeauhind A' Design Award

Tiantai Huangcha Brändi identiteet on Hõbeauhinna A' Design Award võitja, ülimalt prestiižikas tunnustus, mis antakse tipptasemel, suurepärastele ja muljetavaldavatele disainidele. Hõbevõitjad on ülimalt säravad ja erakordselt loovad tööd, mis illustreerivad oma disainerite silmapaistvat kogemust, annet ja teravmeelsust. Tiantai Huangcha Brändi identiteet peaks olema imeline, eeskujulik töö, mis on märkimisväärselt professionaalne ja sügavalt uuenduslik. See Hõbeauhinna A' Design Award võidudisain on väga tähelepanuväärne, imetletud leiutis, mis toob kasu ning nihutab kunsti, teaduse, disaini ja tehnoloogia piire. Tiantai Huangcha Brändi identiteet on laialdaselt kadestatud looming, mis äratab soove, tekitab positiivseid tundeid ning süütab hämmastust ja imestust.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: The combination of dots shapes and leaves condenses the Buddhist meditation into a logo graphic with multiple meanings. The circle symbolises the essence of tea; the arrangement of two circles shows the interaction between man and nature; and the arrangement of three circles signifies the sharing and gathering of friends who are seated around a table to drink three cups of tea together.
The tea lotus graphic below the logo echoes the three dots above, ultimately constituting the complete logo.
Mõõtmed ja pakend: Round, crescent shaped tea canister: diameter 120mm*height 150mm (capacity 150-200g);
Tea tray: leaf-shaped design, length 200mm*width 100mm.
In packaging design, round tea canisters, crescent-shaped tea canisters, diagonally placed tea cups and leaf-shaped tea trays are the basic apparatus for tea tasting. At the same time, through the clever combination of the tea canister and the tea tray, it forms an isomorphic design that echoes with the logo graphic, which effectively strengthens the brand impression.
Sildid: Brand Narrative, Brand Design, Symbolic Design, Sustainable Packaging, Regional IPs
Tootmistehnoloogia: Material Selection: The packaging is made of matte ceramic and metal handles, echoing the natural texture; balancing a sense of high-end with sustainability;

3D modelling: The tea canister form was modelled based on the logo graphic to ensure that the shape was consistent with the brand symbol. This creation, through the simple design, helps the brand to show the rich connotation, and leave a deeper memory and sense of identity in the user's mind.
Disainiülesanne: Cultural abstraction: how to transform Buddhist Zen into a universal symbol? This can be done by lowering the narrative cognitive threshold through a simple graphic with different numbers of circles, one circle, two circles and three circles;
Breaking barriers: how to balance high-end positioning and mass communication? Minimalist design of gifts and everyday scenes to strengthen the ‘scarcity + cultural value’ label;
Production: process cost control for complex shaped tea canisters, using modular moulds to reduce customisation costs.
Uurimistöö: This project creates a brand image and packaging system for "Tiantai Yellow Tea". Centered on "Buddhist culture," the design blends Zen aesthetics with tea-making traditions. The main graphic combines dots and leaf shapes. The tea lotus below forms a "poet monk with clasped hands," reflecting the "tea and Zen" philosophy. The design balances cultural richness with efficiency, emphasizing the tea's rarity and premium status. The brand gained government recognition and media coverage.
Inspiratsioon: We were commissioned by the government of Tiantai County, Zhejiang Province to design the brand identity and packaging for the local speciality tea 'Tiantai Huangcha.' As the birthplace of yellow tea, Tiantai Temple was asked to incorporate its concept of 'Tea Zen and One Taste' into the design; to transform the traditional process of sun-drying and drinking tea into visual symbols; and to integrate a variety of cultural imagery through geometric shapes that are easy to recognise and remember .
Projekti kestus: The project started its design phase in October 2022, was completed in April 2023 and officially released in May 2024.
Tööprotsess: Unpacking Ceremony: The layered structure of the gift box needs to be opened in a specific order, simulating the Zen tea ceremony;
The combination of the tea canister and the tea tray enhances the sense of opening ceremony, which fits the needs of gift-giving scenarios, and the minimalist graphics reduce the cost of recognition, helping the brand to quickly enter new markets and strengthen the brand's memory. This minimalist symbol system can be expanded to tea utensils and cultural tourism products (such as meditation experience periphery) to continue the brand life cycle.
Meeskonnaliikmed: Designer：Kan Zhao
Piltide autorid: Designer：Kan Zhao