Ccpuerh Tea Theeverpakking by Somethink Brand is a highly esteemed winner of the very prestigious 2020 A' Design Award in Brons in Verpakkingsontwerp Competition Category.

BronsVerpakking· 2020

Ccpuerh Tea Theeverpakking

by Somethink Brand

Client: Ccpuerh

A' Design Award in Brons Winner in Verpakking Category

12,015

Verified Award Winner

Verify Award Status for #92660

View at A' Design Award Press Release Award Badge

Colors

The Design

About Ccpuerh Tea Theeverpakking

Ccpuerh Tea is een verpakkingsontwerp voor een assortiment geperste en losse theesoorten. De verpakking is een ronde aluminium blikken bus met een verguld deksel, een brons patroon en zeefdruktekst. De bus heeft een diameter van 80 mm, met een lichaamshoogte van 70 mm en een deksel hoogte van 10 mm. Drie gedrukte vormen, rond, prismatisch en driehoekig, duiden respectievelijk op kleine ronde thee, kleine vierkante thee en losse thee. Verschillende buskleuren geven de verschillende rijpingsstadia van de thee aan, zodat kopers elk product snel kunnen herkennen. Het ontwerp geeft traditionele thee een eenvoudige en moderne uitstraling.

The Recognition

About the A' Design Award in Brons

Ccpuerh Tea Theeverpakking is winnaar van de A' Design Award in Brons, een hoogst prestigieuze erkenning die wordt toegekend aan uitstekende ontwerpen die zich onderscheiden door creativiteit, vindingrijkheid en scherpzinnigheid. Winnaars in Brons zijn ruimschoots vaardige en opvallend creatieve artefacten die de grote ervaring, verbeelding en het vernuft van hun ontwerpers bevestigen. Ccpuerh Tea Theeverpakking wordt verwacht een hooggewaardeerd, bewonderd en gekoesterd object te zijn dat opmerkelijk professioneel en innovatief is. Dit ontwerp dat de A' Design Award in Brons heeft gewonnen, verwerkt de beste praktijken in kunst, wetenschap, ontwerp en technologie en is uitstekend door zijn aandacht voor detail. Ccpuerh Tea Theeverpakking bevredigt schitterend behoeften, raakt verlangens, charmeert gevoelens en spreekt de nieuwsgierigheid aan.

Behind the Design

Press Kit

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

Unique Properties: This is a packaging project for tea. Through rich color matching, they create a variety of brand personality and growth space, pay attention to color matching system and saturation, etc., to create a high-end atmosphere and fashion characteristics. On the packaging, they used three shapes of round, prismatic and triangular, which correspond to small round tea, small square tea and loose tea. Different color cans represent different states of tea maturity. It allows consumers to quickly identify products in different can bodies and enrich their visual impact. What's important is that they broke the traditional impression inherent in the tea industry. They think that drinking tea can be very fashionable and very young.
Dimensions & Packaging: 80mm in diameter, tank height 70mm, cover height 10mm
Compress tea leaves into small round, small square and loose tea.
Tags: Packaging, tea, color, fashion, youth
Production Technology: Round aluminum can body, lid electroplated gold, pattern bronzing, text silk screen process.
Design Challenge: In China, tea, as well as tea drinking, is full of traditional customs and rituals. How to get rid of the inherent impressions and make tea packaging more fashionable, younger and more high-end is the obstacle they have to overcome.
Research: They found that in China, the tea industry is no longer confined to the traditional form of drinking, no matter from the consumer population or the use of the scene, the youngerization of the tea industry has become a trend. Most Chinese young people, when drinking tea, may even refuse to use too traditional tea packaging or drinking. In this case, they have studied the current tendency of young people to visual aesthetics and redesigned the packaging of this project. Through rich colors and simple typography, as well as the distinction between the elements on the packaging, young people can quickly identify the products in different can bodies and enrich the visual impact. And they put forward the design concept of "simply drinking good tea", which makes the behavior of drinking tea more simple.
Inspiration: They found that in China, the tea industry is no longer confined to the traditional form of drinking, no matter from the consumer population or the use of the scene, the youngerization of the tea industry has become a trend. Most Chinese young people, when drinking tea, may even refuse to use too traditional tea packaging or drinking. In this case, they have studied the current tendency of young people to visual aesthetics and redesigned the packaging of this project. Through rich colors and simple typography, as well as the distinction between the elements on the packaging, people can quickly identify the products in different can bodies and enrich the visual impact. And they put forward the design concept of "simply drinking good tea", which makes the behavior of drinking tea more simple.
Project Duration: Launched in Dongguan in January 2019,
completed in Guangzhou in April 2019,
and exhibited in Dongguan in June 2019.
Operation Flow: Through rich color matching, they create a variety of brand personality and growth space, pay attention to color matching system and saturation, etc., to create a high-end atmosphere and fashion characteristics. On the packaging, they used three shapes of round, prismatic and triangular, which correspond to small round tea, small square tea and loose tea. Different color cans represent different states of tea maturity. It allows consumers to quickly identify products in different can bodies and enrich their visual impact. Let the behavior of drinking tea can also be very fashionable and very young.
Team Members: Astro Wong
Dorne Tsui
Jr Deng
KC To
Image Credits: Image #1: Designer Astro Wong, ccpuerh tea, 2019.
Image #2: Designer Astro Wong, ccpuerh tea, 2019.
Image #3: Designer Astro Wong, ccpuerh tea, 2019.
Image #4: Designer Astro Wong, ccpuerh tea, 2019.
Image #5: Designer Astro Wong, ccpuerh tea, 2019.