Jingyang Brick Tea Упаковка для чая by Litete Brand Design is a highly esteemed winner of the very prestigious 2020 Серебряная премия A' Design Award in Дизайн упаковки Competition Category.

СеребрянаяУпаковка· 2020

Jingyang Brick Tea Упаковка для чая

by Litete Brand Design

Client: Litete Brand Design

Серебряная премия A' Design Award Winner in Упаковка Category

27,957

Verified Award Winner

Verify Award Status for #89381

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jingyang Brick Tea Упаковка для чая

«Цзинъянский кирпичный чай» — это дизайн упаковки для прессованного плиточного чая. Упаковка размером 100 × 100 × 40 мм изготовлена из ручной рисовой бумаги, обладающей влагозащитными свойствами. Оформление наносится вручную методом ксилографии — традиционного китайского ремесла печати с деревянных досок. Иллюстрации изображают жизнь торговцев и местные обычаи эпохи поздней династии Цин, а во всей серии используются три традиционных китайских цвета. Нижняя часть закрывается бумажной этикеткой. Узел из соломенной веревки запечатывает упаковку и одновременно служит ручкой для переноски.

The Recognition

About the Серебряная премия A' Design Award

Jingyang Brick Tea Упаковка для чая — лауреат Серебряной премии A' Design Award, чрезвычайно престижного признания, присуждаемого великолепным, впечатляющим проектам высочайшего уровня. Обладатели Серебряной премии — это в высшей степени блестящие и чрезвычайно творческие работы, демонстрирующие выдающийся опыт, талант и проницательность их авторов. Ожидается, что Jingyang Brick Tea Упаковка для чая станет чудесной, образцовой работой, заметно профессиональной и глубоко инновационной. Этот проект, получивший Серебряную премию A' Design Award, — весьма примечательное, вызывающее восхищение изобретение, которое приносит пользу и раздвигает границы искусства, науки, дизайна и технологий. Jingyang Brick Tea Упаковка для чая — творение, которому многие завидуют, оно пробуждает желания, дарит положительные чувства и вызывает изумление и восторг.

Behind the Design

Press Kit

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

Unique Properties: The uniqueness of this package is that we use traditional Chinese engraving technology. The craftsman is hand-carved and has a more traditional feel. The packaging material is made of hand-made rice paper, which is environmentally friendly and moisture-proof.
Dimensions & Packaging: 100 mm x 100 mm x 40 mm
Tags: Engraving,Tea Packaging,Packaging design
Production Technology: The final implementation of the packaging will use handmade rice paper and wood-block prints for inscription rubbing, which can promote the inheritance of China’s intangible cultural heritage. In addition, in order to reflect the packaging's original appearance and environment-friendly, its rubbing pigment, bonding glue and bundled straw ropes will all be made with natural materials. This design will also use portable straw rope to replace the original handles in order to save resources. Finally, local women will hand-package and decorate the tea bricks, which can solve their problem of a need for employment and will also stimulate economic growth.
Design Challenge: In the process of packaging design, in order to conform to the traditional Chinese design style, the packaging materials should be selected to consider the moisture-proof and insect-proof properties of the packaging, and finally the rice paper was selected. Decoration did not choose digital printing, but the choice of China's intangible cultural heritage block printing. Although this craft has been protected by the state, it has not been widely spread, and it has experienced many difficulties in the process of searching for intangible cultural heritage inheritors. The entire packaging process is hand-made and the size difference is created by hand, which is one of the difficulties in the packaging process. Not only that, the adhesives made from the leaves are environmentally friendly and harmless.
Research: Jingyang Brick Tea has a history of more than 600 years. It was also known as ‘Black Gold' on the ancient Silk Road. Due to regional economic underdevelopment and a lack of brand awareness, it faces difficulties with sales and communication. This time, the local tea merchants are jointly engaged in brand packaging of Jingyang Brick Tea to solve the above problems of local tea merchants and tea farmers.
Inspiration: The design concept reflects the late Qing Dynasty merchant culture and local customs. The various of life such as merchants riding horses around downtown and countryside, vendors selling the local snacks, folk artists performing Chinese operas, students preparing for exam, mother and kids.Line drawing techniques and tea receipts that circulated during the late Qing Dynasty will be used to seal the bottom of the brick tea. The design uses three Chinese traditional colors on different packaging.
Project Duration: The project started in May 2018 in TianJin and finished in February 2019 in TianJin, and was officially launched for sale in March 2019.
Operation Flow: In this product, the sealing method adopts the traditional Chinese ancient rope knot to prevent the goods from being scattered during transportation, and is also convenient for consumers to open and carry.The bottom is sealed by sticking labels, which is more traditional in Chinese style.The materials used are naturally environmentally friendly.
Patents: Copyrights belong to Langcer Lee, 2019.
Team Members: Creative Director:Langcer Lee
Designers:Yang Jie
Designers:Guo LinWei
Designers:Riso Guo
Designers:Limo Pan
Illustrator:Zhang Fan
Photographer:Jiang Tao
Image Credits: #1: Photographer Jiang Tao，Jingyang Brick Tea，2018
#2: Photographer Jiang Tao，Jingyang Brick Tea，2018
#3: Photographer Jiang Tao，Jingyang Brick Tea，2018
#4: Photographer Jiang Tao，Jingyang Brick Tea，2018