Xuannao Master Cha 브랜드 아이덴티티 by Chushan Design

Xuannao Master Cha 브랜드 아이덴티티 by Chushan Design is a highly esteemed winner of the very prestigious 2024 A' Design Award 은상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

은그래픽· 2024

Xuannao Master Cha 브랜드 아이덴티티

by Chushan Design

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

A' Design Award 은상 Winner in 그래픽 Category

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Colors

The Design

About Xuannao Master Cha 브랜드 아이덴티티

쉬안나오 마스터 차(Xuannao Master Cha)는 중국 스파클링 티 브랜드를 위해 제작된 브랜드 아이덴티티다. 로고에는 선명한 오렌지색 서체로 쓴 '기(氣)' 자 아래에서 중국 기공을 수련하는 판다가 등장한다. '다치샤(Da Qi Xia)'라는 이름의 판다 캐릭터는 위엄 있는 표정을 지으며 협객의 기개와 생동감 있는 기운을 전달한다. 이러한 특성은 차 속의 기포와 연결된다. 서예와 판다는 브랜드를 동양 문화에 뿌리내리게 하며, 현지 소비자에게 이 음료를 친숙하게 느껴지도록 한다. 로고는 고정된 크기가 없어 적용 매체에 따라 자세와 크기를 자유롭게 변형할 수 있다.

The Recognition

About the A' Design Award 은상

Xuannao Master Cha 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. Xuannao Master Cha 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. Xuannao Master Cha 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 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