Rosa Roxburghii お茶のパッケージ by Guangzhou Cheung Ying Design Co., Ltd.

Rosa Roxburghii お茶のパッケージ by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award 金賞 in パッケージデザイン Competition Category.

金パッケージ· 2021

Rosa Roxburghii お茶のパッケージ

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award 金賞 Winner in パッケージ Category

27,468

Verified Award Winner

Verify Award Status for #111732

View at A' Design Award Press Release Award Badge

Colors

The Design

About Rosa Roxburghii お茶のパッケージ

「Rosa Roxburghii(刺梨)」は、缶入り茶飲料のためのパッケージデザインである。容器は縦65mm、横65mm、高さ95mmのアルミ缶で、容量は245ml。グラフィックには刺梨の茶園を描いた中国風のイラストレーションを用い、栽培から素材の選定に至るまで注がれた心配りを表現している。中国の伝統的な意匠と、吉祥を意味する赤を基調としたテーマカラーによってレイアウトを構成した。本パッケージは、製品に明確なアイデンティティを与えるとともに、健康・自然・生命力・伝承という価値を表現することを目的として制作された。

The Recognition

About the A' Design Award 金賞

Rosa Roxburghii お茶のパッケージは、まさに素晴らしく傑出した第一級のデザインに授与される、計り知れないほど権威ある評価である A' Design Award 金賞の受賞作品です。金賞の受賞作品は、きわめて革新的で、先見性に富み、きらびやかに輝く創造物であり、デザイナーの天才性、叡智、卓越した技量を映し出しています。Rosa Roxburghii お茶のパッケージは、最も称賛される、流行を牽引する記念碑的な発明であり、前例のない価値をもたらすことが期待されます。この A' Design Award 金賞を受賞したデザインは、壮観で尊敬されるプロジェクトであり、芸術・科学・デザイン・技術の境界に大きく寄与し、それを前進させます。Rosa Roxburghii お茶のパッケージは、強い欲求を生み出し、情熱を呼び覚まし、創造性を促し、私たちを引きつけます。

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