Tiantai Huangcha 브랜드 아이덴티티 by Zhejiang Gongshang University

Tiantai Huangcha 브랜드 아이덴티티 by Zhejiang Gongshang University is a highly esteemed winner of the very prestigious 2025 A' Design Award 은상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

은그래픽· 2025

Tiantai Huangcha 브랜드 아이덴티티

by Zhejiang Gongshang University

Client: 天台县人民政府

A' Design Award 은상 Winner in 그래픽 Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Tiantai Huangcha 브랜드 아이덴티티

톈타이 황차(Tiantai Huangcha)는 지역 특산 황차를 위해 개발된 브랜드 아이덴티티 및 패키지 디자인이다. 로고는 점과 잎의 형태를 간결한 그래픽 언어로 결합했다. 하나의 원은 차의 본질을 상징하고, 두 개의 원은 사람과 자연의 교감을 표현하며, 세 개의 원은 한 탁자에 둘러앉아 차를 나누는 벗들을 의미한다. 그 아래에 놓인 다련(茶蓮) 그래픽은 세 개의 점과 호응하며 마크를 완성한다. 패키지는 무광 세라믹에 금속 손잡이를 적용했으며, 차통의 형태는 로고의 형상을 그대로 따르고 있다.

The Recognition

About the A' Design Award 은상

Tiantai Huangcha 브랜드 아이덴티티, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Tiantai Huangcha 브랜드 아이덴티티, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Tiantai Huangcha 브랜드 아이덴티티, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The combination of dots shapes and leaves condenses the Buddhist meditation into a logo graphic with multiple meanings. The circle symbolises the essence of tea; the arrangement of two circles shows the interaction between man and nature; and the arrangement of three circles signifies the sharing and gathering of friends who are seated around a table to drink three cups of tea together.
The tea lotus graphic below the logo echoes the three dots above, ultimately constituting the complete logo.
Dimensions & Packaging: Round, crescent shaped tea canister: diameter 120mm*height 150mm (capacity 150-200g);
Tea tray: leaf-shaped design, length 200mm*width 100mm.
In packaging design, round tea canisters, crescent-shaped tea canisters, diagonally placed tea cups and leaf-shaped tea trays are the basic apparatus for tea tasting. At the same time, through the clever combination of the tea canister and the tea tray, it forms an isomorphic design that echoes with the logo graphic, which effectively strengthens the brand impression.
Tags: Brand Narrative, Brand Design, Symbolic Design, Sustainable Packaging, Regional IPs
Production Technology: Material Selection: The packaging is made of matte ceramic and metal handles, echoing the natural texture; balancing a sense of high-end with sustainability;

3D modelling: The tea canister form was modelled based on the logo graphic to ensure that the shape was consistent with the brand symbol. This creation, through the simple design, helps the brand to show the rich connotation, and leave a deeper memory and sense of identity in the user's mind.
Design Challenge: Cultural abstraction: how to transform Buddhist Zen into a universal symbol? This can be done by lowering the narrative cognitive threshold through a simple graphic with different numbers of circles, one circle, two circles and three circles;
Breaking barriers: how to balance high-end positioning and mass communication? Minimalist design of gifts and everyday scenes to strengthen the ‘scarcity + cultural value’ label;
Production: process cost control for complex shaped tea canisters, using modular moulds to reduce customisation costs.
Research: This project creates a brand image and packaging system for "Tiantai Yellow Tea". Centered on "Buddhist culture," the design blends Zen aesthetics with tea-making traditions. The main graphic combines dots and leaf shapes. The tea lotus below forms a "poet monk with clasped hands," reflecting the "tea and Zen" philosophy. The design balances cultural richness with efficiency, emphasizing the tea's rarity and premium status. The brand gained government recognition and media coverage.
Inspiration: We were commissioned by the government of Tiantai County, Zhejiang Province to design the brand identity and packaging for the local speciality tea 'Tiantai Huangcha.' As the birthplace of yellow tea, Tiantai Temple was asked to incorporate its concept of 'Tea Zen and One Taste' into the design; to transform the traditional process of sun-drying and drinking tea into visual symbols; and to integrate a variety of cultural imagery through geometric shapes that are easy to recognise and remember .
Project Duration: The project started its design phase in October 2022, was completed in April 2023 and officially released in May 2024.
Operation Flow: Unpacking Ceremony: The layered structure of the gift box needs to be opened in a specific order, simulating the Zen tea ceremony;
The combination of the tea canister and the tea tray enhances the sense of opening ceremony, which fits the needs of gift-giving scenarios, and the minimalist graphics reduce the cost of recognition, helping the brand to quickly enter new markets and strengthen the brand's memory. This minimalist symbol system can be expanded to tea utensils and cultural tourism products (such as meditation experience periphery) to continue the brand life cycle.
Team Members: Designer：Kan Zhao
Image Credits: Designer：Kan Zhao