Xuannao Master Cha Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) by Chushan Design is a highly esteemed winner of the very prestigious 2024 A' Design Award Nyiaj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

NyiajDuab Kos· 2024

Xuannao Master Cha Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity)

by Chushan Design

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

A' Design Award Nyiaj Winner in Duab Kos Category

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Verified Award Winner

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The Design

About Xuannao Master Cha Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity)

Xuannao Master Cha yog ib qho kev tsim lub npe hom khoom rau ib hom tshuaj yej npuas suav (Chinese sparkling tea). Lub logo qhia txog ib tug panda tab tom xyaum Chinese Qi Gong nyob hauv qab tus ntawv Qi, uas sau ua tus ntawv calligraphy xim txiv kab ntxwv ci ntsa iab. Tus panda, hu ua Da Qi Xia, muaj lub ntsej muag muaj koob meej thiab qhia txog kev ua siab tawv thiab lub siab muaj zog. Cov yam ntxwv no txuas nrog cov npuas hauv cov tshuaj yej. Tus ntawv calligraphy thiab tus panda ua rau lub npe hom khoom muaj hauv paus nyob rau hauv kab lis kev cai Sab Hnub Tuaj thiab ua rau cov dej haus no zoo li paub zoo rau cov neeg yuav khoom hauv zos. Lub logo tsis muaj qhov loj me ruaj khov, yog li nws cov duab thiab qhov ntsuas loj me tuaj yeem hloov kho tau raws li txhua qhov kev siv.

The Recognition

About the A' Design Award Nyiaj

Xuannao Master Cha Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Xuannao Master Cha Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Xuannao Master Cha Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

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