Xuannao Master Cha Identitas Merek by Chushan Design

Xuannao Master Cha Identitas Merek by Chushan Design is a highly esteemed winner of the very prestigious 2024 A' Design Award Perak in Desain Grafis, Ilustrasi dan Komunikasi Visual Competition Category.

PerakGrafis· 2024

Xuannao Master Cha Identitas Merek

by Chushan Design

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

A' Design Award Perak Winner in Grafis Category

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Verified Award Winner
Verify Award Status for #160263

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Colors

The Design

About Xuannao Master Cha Identitas Merek

Xuannao Master Cha adalah identitas merek yang diciptakan untuk sebuah merek teh bersoda asal Tiongkok. Logonya menampilkan seekor panda yang sedang berlatih Qi Gong Tiongkok di bawah karakter "Qi" yang ditulis dengan kaligrafi berwarna oranye cerah. Figur panda yang dinamai Da Qi Xia ini memiliki ekspresi yang berwibawa serta memancarkan kesan kepahlawanan dan semangat yang hidup. Kualitas-kualitas tersebut dikaitkan dengan gelembung-gelembung di dalam teh. Kaligrafi dan figur panda mengakarkan merek ini pada budaya Timur sekaligus membuat minuman tersebut terasa akrab bagi konsumen lokal. Logo ini tidak memiliki ukuran baku, sehingga pose dan skalanya dapat disesuaikan untuk setiap penerapan.

The Recognition

About the A' Design Award Perak

Xuannao Master Cha Identitas Merek adalah pemenang A' Design Award Perak, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas atas yang indah dan mengesankan. Pemenang Perak adalah karya yang sangat cemerlang dan sangat kreatif yang menggambarkan keahlian, bakat, dan ketajaman luar biasa para desainernya. Xuannao Master Cha Identitas Merek diharapkan menjadi karya yang menakjubkan, etalase keahlian, sangat profesional, dan sangat inovatif. Desain pemenang A' Design Award Perak ini adalah penemuan yang sangat menonjol dan dikagumi yang bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Xuannao Master Cha Identitas Merek adalah kreasi yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif, dan memercikkan keheranan dan kekaguman.

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