Xuannao Master Cha Dearbh-aithne Suaicheantais by Chushan Design

Xuannao Master Cha Dearbh-aithne Suaicheantais by Chushan Design is a highly esteemed winner of the very prestigious 2024 Duais Airgid A' Design Award in Dealbhadh Grafaigean, Dealbh-mhìneachaidh agus Conaltradh Lèirsinneach Competition Category.

AirgeadGrafaig· 2024

Xuannao Master Cha Dearbh-aithne Suaicheantais

by Chushan Design

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

Duais Airgid A' Design Award Winner in Grafaig Category

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Colors

The Design

About Xuannao Master Cha Dearbh-aithne Suaicheantais

'S e dearbh-aithne suaicheantais a th' ann an Xuannao Master Cha a chaidh a chruthachadh airson branda tì drilseach Sìneach. Tha an suaicheantas a' sealltainn panda a' cleachdadh Qi Gong Sìneach fon charactar airson Qi, sgrìobhte ann an cailigrafaidh orains soilleir. Tha an fhigear panda, air a bheil Da Qi Xia mar ainm, le fiamh urramach a' moladh gaisgeachd agus spiorad beothail. Tha na feartan seo ceangailte ris na builgeanan san tì. Tha an cailigrafaidh agus am panda a' stèidheachadh a' bhranda ann an cultar an Ear agus a' dèanamh an deoch eòlach do luchd-ceannach ionadail. Chan eil meud stèidhichte aig an t-suaicheantas, agus mar sin faodar a shuidheachaidhean agus a sgèile atharrachadh a rèir gach cleachdadh.

The Recognition

About the Duais Airgid A' Design Award

Tha Xuannao Master Cha Dearbh-aithne Suaicheantais air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Xuannao Master Cha Dearbh-aithne Suaicheantais na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Xuannao Master Cha Dearbh-aithne Suaicheantais na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.

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