Xuannao Master Cha Identidade de Marca by Chushan Design

Xuannao Master Cha Identidade de Marca by Chushan Design is a highly esteemed winner of the very prestigious 2024 A' Design Award de Prata in Design Gráfico, Ilustração e Comunicação Visual Competition Category.

PrataGráfico· 2024

Xuannao Master Cha Identidade de Marca

by Chushan Design

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

A' Design Award de Prata Winner in Gráfico Category

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Verified Award Winner
Verify Award Status for #160263

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The Design

About Xuannao Master Cha Identidade de Marca

Xuannao Master Cha é uma identidade de marca criada para uma marca chinesa de chá gaseificado. O logotipo apresenta um panda praticando Qi Gong chinês sob o caractere de "Qi", escrito em caligrafia laranja vibrante. A figura do panda, chamada Da Qi Xia, tem uma expressão digna e evoca heroísmo e um espírito animado. Essas qualidades estão associadas às bolhas do chá. A caligrafia e o panda enraízam a marca na cultura oriental e tornam a bebida familiar aos consumidores locais. O logotipo não possui tamanho fixo, de modo que suas poses e escala podem ser adaptadas a cada aplicação.

The Recognition

About the A' Design Award de Prata

Xuannao Master Cha Identidade de Marca conquistou o A' Design Award de Prata, um reconhecimento extraordinariamente prestigiado atribuído a designs de topo de gama, deslumbrantes e impressionantes. Os vencedores da Prata são obras tremendamente brilhantes e extremamente criativas que ilustram a perícia, o talento e a acuidade excecionais dos seus designers. Espera-se que Xuannao Master Cha Identidade de Marca seja uma obra maravilhosa e de referência, notavelmente profissional e profundamente inovadora. Este design vencedor do A' Design Award de Prata é uma invenção muito notável e admirada, que beneficia e faz avançar as fronteiras da arte, da ciência, do design e da tecnologia. Xuannao Master Cha Identidade de Marca é uma criação imensamente invejada que desperta desejos, traz sentimentos positivos e faz nascer espanto e deslumbramento.

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