Rosa Roxburghii Téiverpackung by Guangzhou Cheung Ying Design Co., Ltd.

Rosa Roxburghii Téiverpackung by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award an Gold in Verpackungsdesign Competition Category.

GoldVerpackung· 2021

Rosa Roxburghii Téiverpackung

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award an Gold Winner in Verpackung Category

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Verified Award Winner
Verify Award Status for #111732

View at A' Design Award Press Release Award Badge

Colors

The Design

About Rosa Roxburghii Téiverpackung

Rosa Roxburghii ass e Verpackungsdesign fir en Téigedrénks an der Dous. De Behälter ass eng Aluminiumsdous mat enger Längt vu 65 mm, enger Breet vu 65 mm an enger Héicht vu 95 mm, mat enger Kapazitéit vu 245 ml. D'Grafike benotzen eng Illustratioun am chinesesche Stil vun engem Rosa-Roxburghii-Téigaart, déi d'Suergfalt vum Uplanzen bis zur Auswiel vun de Materialie widderspigelt. Traditionell chinesesch Elementer an eng gléckverheeschend rout Themefaarf prägen d'Gestaltung. D'Verpackung gouf entworf, fir dem Produkt eng kloer Identitéit ze ginn a Gesondheet, Natierlechkeet, Vitalitéit an Ierfschaft auszedrécken.

The Recognition

About the A' Design Award an Gold

Rosa Roxburghii Téiverpackung ass e Gewënner vum A' Design Award an Gold, enger héich prestigiéiser Unerkennung, déi un éischtklassesch, wonnerbar an erausragend Designe vergi gëtt. Gold-Gewënner si ganz innovativ, visionär a blendend glänzend Kreatiounen, déi d'Talent, d'Wäisheet an d'Fäegkeete vun hire Designer reflektéieren. Et gëtt erwaart, datt Rosa Roxburghii Téiverpackung eng héich gelueften, trendsetzend a monumental Erfindung ass, déi beispillosen Wäert liwwert. Dëst mam Gold ausgezeechent Design ass e spektakuläert, respektéiert Projet, dat d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie erweidert. Rosa Roxburghii Téiverpackung erzeegt intensiv Wënsch, erweckt Leidenschaft, encouragéiert Kreativitéit a faszinéiert eis.

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