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

Rosa Roxburghii Te Ontziratzea by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 Urrezko Saria A' Design Award in Ontziketa Diseinua Competition Category.

UrreOntziketa· 2021

Rosa Roxburghii Te Ontziratzea

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

Urrezko Saria A' Design Award Winner in Ontziketa 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 Ontziratzea

Rosa Roxburghii lata batean ontziratutako te edari baterako ontzi diseinu bat da. Ontzia aluminiozko lata bat da, 65 mm-ko luzera, 65 mm-ko zabalera eta 95 mm-ko altuera dituena, 245 ml-ko edukierarekin. Grafikoek rosa roxburghii te lorategi baten txinatar estiloko ilustrazio bat erabiltzen dute, landaketatik materialen hautaketara arte hartutako ardura islatzen duena. Txinako elementu tradizionalek eta zorionekoa den gorri koloreko gai nagusiak osatzen dute diseinuaren antolaketa. Ontziratzea produktuari nortasun argi bat emateko eta osasuna, naturaltasuna, bizitasuna eta ondarea adierazteko sortu zen.

The Recognition

About the Urrezko Saria A' Design Award

Rosa Roxburghii Te Ontziratzea Urrezko Saria A' Design Award irabazlea da, lehen mailako, zoragarriak eta nabarmenak diren diseinuei ematen zaien aitorpen izugarri prestijiotsua. Urre-mailako irabazleak berrikuntzaz beteriko, ikuspegi handiko eta distiraz liluragarriak diren sorkuntzak dira, beren diseinatzaileen genioa, jakituria eta trebetasuna islatzen dutenak. Rosa Roxburghii Te Ontziratzea oso goraipatua, joera-markatzailea eta monumentala den asmakizuna izatea espero da, balio aurrekaririk gabea eskaintzen duena. Urrezko Saria A' Design Award irabazi duen diseinu hau proiektu ikusgarri eta errespetatua da, artearen, zientziaren, diseinuaren eta teknologiaren mugak oso onuragarriro zabaltzen dituena. Rosa Roxburghii Te Ontziratzea desira-sentimendu biziak sortzen dituen, grina pizten duen, sormena bultzatzen duen eta liluratzen gaituen lana da.

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