Kaigua ティーバッグ・パッケージ by Chushan Design is a highly esteemed winner of the very prestigious 2025 A' Design Award 銅賞 in パッケージデザイン Competition Category.
銅パッケージ· 2025
Kaigua ティーバッグ・パッケージ
Client: Shenzhen Chushan Design Culture Group Co., Ltd.
A' Design Award 銅賞 Winner in パッケージ Category
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- Verified Award Winner
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The Design
About Kaigua ティーバッグ・パッケージ
「Kaigua（開卦）」は、ドリップ式ハンギングイヤー・ティーバッグのためのパッケージデザインである。外箱は115×120×35ミリメートルのシンプルなロック式ボックスで、片手で扱えること、そして携帯性を考慮した寸法となっている。正面にはピンクの特色を用い、漢字を箔押しで表現した。フレーバーや商品情報は粘着シールで貼付する方式とし、印刷物とパッケージの廃棄物を削減している。内側では100×120ミリメートルの密封アルミ箔袋が茶葉の鮮度を保つ。易経に由来する5つの卦の記号が5種の茶のフレーバーに対応し、各袋の裏面にはその解釈が印刷されている。
The Recognition
About the A' Design Award 銅賞
Kaigua ティーバッグ・パッケージは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Kaigua ティーバッグ・パッケージは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Kaigua ティーバッグ・パッケージは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- "Kai Gua" is an hanging ear tea bag product. The outer box centers on the interactive concept of "open the box, activate luck," reinventing tea rituals through playful divination symbols. Five I Ching symbols with auspicious Eastern meanings correspond to five tea flavors. As hot water meets the bag, tea aroma and "good fortune" are released simultaneously. The character (gua) bridges cultural gaps with its dual pun: "ear-hook" for modern convenience and "divination symbol" for timeless wisdom.
- Dimensions & Packaging
- Considering the ergonomics of single-handed use and the portability for travel, we have set the dimensions of the outer packaging to 115mm*120mm*35mm, ensuring a comfortable grip while being easy to carry. The inner sealed aluminum foil bag is sized at 100mm*120mm, perfectly fitting the outer box, further enhancing the overall convenience and practicality.
- Tags
- Mystical Consumption, I Ching, Tea Leaves, Drip Tea, Eight Trigrams
- Production Technology
- This design follows the principle of simplicity and efficiency, using the most basic lockbox as the outer packaging. The front of the box features a vibrant pink special color, complemented by the exquisite hot-stamping process to display the Chinese characters (kaigua) along with a distinctive brand slogan, creating a strong visual impact and brand recognition. To reduce packaging waste and enhance shipping efficiency, we have opted for adhesive stickers to indicate product flavors and information, eliminating unnecessary materials used in traditional printing. The inner packaging uses aluminum foil bags, optimized for both sealing and color, ensuring product freshness while enhancing the overall aesthetic with carefully chosen colors. This overall solution embodies a design philosophy that balances environmental friendliness, simplicity, and efficiency, while addressing both brand image and logistics convenience.
- Design Challenge
- The challenge of cultural translation is transforming the abstract wisdom of the 64 hexagrams of the *I Ching* into interactive symbols. We select five representative hexagrams and use packaging design to help consumers easily understand their meanings. By associating tea flavors with the hexagrams and using simple icons, we make the concept intuitive, enhancing user engagement. The innovation of drip tea addresses behavioral inertia, breaking the traditional "slow brewing" habit and making tea drinking fast and easy, in line with modern life.
- Research
- This study uses a mixed-methods approach, surveying young professionals aged 25-35. It aims to create a tea-drinking experience that combines cultural resonance with practical value, addressing the mismatch between traditional tea and modern office environments. The study also tests the cognitive efficiency of I Ching symbols in consumer settings. The goal is to create a new category of "mystical consumption," increase sales and transaction value, and turn ancient wisdom into daily rituals, promoting cultural heritage while balancing functionality and emotional value in design.
- Inspiration
- "Kai Gua" combines Generation Z's love for astrology with the convenience of drip coffee bags, blending ancient divination with modern life. The name plays on the dual meaning of "ear hook" (efficiency) and "divination symbol" (Eastern philosophy). Tearing open the bag evokes the phrase "activating luck," turning the 64 I Ching symbols into office inspiration. This redesign makes tea drinking both a quick "physical technique" and a "spiritual uplift" through symbolic divination.
- Project Duration
- The project was launched in March 2024 in Shenzhen, China, and completed in May 2024.
- Operation Flow
- After opening the outer box, randomly take out a sealed aluminum foil bag, carefully observe the hexagram on the front, and refer to the interpretation on the back. While savoring the aroma of the tea, you will seamlessly blend practicality with a sense of ceremony. Each cup of tea is not only a refreshing experience but also a symbolic "cheat code activation" moment, offering you a brand-new tea-drinking experience.
- Team Members
- Yin Peng
Mai Jingjing
Wang Kaixin - Image Credits
- Image #1: Photographer Lu Weiyu, KaiGua, 2024.
Image #2: Photographer Lu Weiyu, KaiGua, 2024.
Image #3: Photographer Lu Weiyu, KaiGua, 2024.
Image #4: Photographer Lu Weiyu, KaiGua, 2024.
Image #5: Photographer Lu Weiyu, KaiGua, 2024.
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