Rosa Roxburghii Involucrum Theae by Guangzhou Cheung Ying Design Co., Ltd.

Rosa Roxburghii Involucrum Theae by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 Praemium A' Design Award Aureum in Designatio Involucri Competition Category.

AurumInvolucrum· 2021

Rosa Roxburghii Involucrum Theae

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

Praemium A' Design Award Aureum Winner in Involucrum 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 Involucrum Theae

Rosa Roxburghii est involucri designatio pro potione theana in pyxide condita. Vas est pyxis aluminia, longitudine 65 mm, latitudine 65 mm, altitudine 95 mm, capacitate 245 ml. Picturae illustratione more Sinensi utuntur horti theani rosae roxburghii, quae curam a satione usque ad delectum materiarum adhibitam ostendit. Elementa Sinensia traditionalia et color ruber faustus, ut thema principale, dispositionem formant. Involucrum creatum est ut producto identitas perspicua daretur atque sanitas, natura, vigor et hereditas exprimerentur.

The Recognition

About the Praemium A' Design Award Aureum

Rosa Roxburghii Involucrum Theae victor est Praemii A' Design Award Aureum, honoris amplissimi formis primi ordinis, mirabilibus et praestantibus dati. Victores Aurei sunt opera valde nova, provida et splendida, quae ingenium, sapientiam et peritiam auctorum suorum referunt. Exspectatur Rosa Roxburghii Involucrum Theae inventum laudatissimum, inclinationes creans et monumentale fore, quod pretium inauditum afferat. Haec forma Aureo praemio victa est incepto mirabile et honoratum, quod fines artis, scientiae, formandi rationis et technologiae promovet. Rosa Roxburghii Involucrum Theae cupiditatem vehementem excitat, studium accendit, ingenium creandi fovet et capit.

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