Rosa Roxburghii 차 포장 디자인 by Guangzhou Cheung Ying Design Co., Ltd.

Rosa Roxburghii 차 포장 디자인 by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award 금상 in 패키징 디자인 Competition Category.

금패키징· 2021

Rosa Roxburghii 차 포장 디자인

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award 금상 Winner in 패키징 Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Rosa Roxburghii 차 포장 디자인

로사 록스버기(Rosa Roxburghii)는 캔 차 음료를 위한 패키지 디자인이다. 용기는 길이 65mm, 너비 65mm, 높이 95mm 규격의 알루미늄 캔으로 용량은 245ml이다. 그래픽에는 중국풍 일러스트레이션으로 표현한 씨앗찔레(로사 록스버기) 차밭을 사용하여, 재배에서 원료 선별에 이르기까지 기울인 정성을 담아냈다. 전통 중국적 요소와 상서로움을 상징하는 붉은색 테마 컬러가 레이아웃을 구성한다. 이 패키지는 제품에 뚜렷한 정체성을 부여하고 건강, 자연스러움, 생명력, 그리고 전통의 계승을 표현하기 위해 제작되었다.

The Recognition

About the A' Design Award 금상

Rosa Roxburghii 차 포장 디자인, 이 작품은 A' Design Award 금상 수상작으로, 일류의 경이롭고 뛰어난 디자인에 수여되는 극히 권위 있는 인정입니다. 금상 수상작은 대단히 혁신적이고 선견지명이 있으며 눈부시게 빛나는 작품으로, 디자이너의 천재성, 지혜, 기량을 반영합니다. Rosa Roxburghii 차 포장 디자인, 이 작품은 가장 높이 평가받는 트렌드 선도적이고 기념비적인 발명품으로서 전례 없는 가치를 제공할 것으로 기대됩니다. 이 금상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 장관을 이루는 존경받는 프로젝트입니다. Rosa Roxburghii 차 포장 디자인, 이 작품은 강렬한 욕망을 불러일으키고 열정을 자아내며 창의성을 북돋우고 매료합니다.

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