Xuannao Master Cha Identité de marque by Chushan Design

Xuannao Master Cha Identité de marque by Chushan Design is a highly esteemed winner of the very prestigious 2024 A' Design Award d'Argent in Design Graphique Competition Category.

ArgentGraphisme· 2024

Xuannao Master Cha Identité de marque

by Chushan Design

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

A' Design Award d'Argent Winner in Graphisme Category

83,344

Verified Award Winner

Verify Award Status for #160263

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Xuannao Master Cha Identité de marque

Xuannao Master Cha est une identité de marque conçue pour une marque chinoise de thé pétillant. Le logo représente un panda pratiquant le Qi Gong chinois sous l'idéogramme « Qi », tracé en calligraphie orange vif. Le personnage du panda, nommé Da Qi Xia, arbore une expression digne et évoque l'héroïsme ainsi qu'un esprit plein de vivacité. Ces qualités font écho aux bulles présentes dans le thé. La calligraphie et le panda ancrent la marque dans la culture orientale et rendent la boisson familière aux consommateurs locaux. Le logo n'a pas de taille fixe : ses postures et son échelle peuvent ainsi être adaptées à chaque application.

The Recognition

About the A' Design Award d'Argent

Xuannao Master Cha Identité de marque est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Xuannao Master Cha Identité de marque est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Xuannao Master Cha Identité de marque est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.

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