Brewing Happiness Ikiranga Ikiranga by Gong cha California and Gong cha Global

Brewing Happiness Ikiranga Ikiranga by Gong cha California and Gong cha Global is a highly esteemed winner of the very prestigious 2022 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Amashusho Competition Category.

BuronzeAmashusho· 2022

Brewing Happiness Ikiranga Ikiranga

by Gong cha California and Gong cha Global

Client: Gong cha CA Franchise

Igihembo cya A' Design Award cya Buronze Winner in Amashusho Category

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Verified Award Winner

Verify Award Status for #140045

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Brewing Happiness Ikiranga Ikiranga

Gong cha ni ijambo ry'igishinwa ku gikorwa cyo guha icyayi Umwami. Yerekana icyayi n'ibinyobwa bifite ireme ryiza, bikwiranye nubwami. Uyu munsi, isosiyete ya Gong cha yitangiye ihame rimwe ryo gutanga ibicuruzwa bihebuje kubakiriya bayo ku isi. Gong cha isezeranya gutera umwuka wumuntu no guteza umunezero hamwe nicyayi. Mu rwego rwo kurushaho kumenyekanisha ibicuruzwa no guteza imbere umuco w’icyayi, Gong cha yakoze urutonde rwibikoresho byamamaza, birimo menu yicyayi, amakarita yizina ryibicuruzwa, hamwe nudutabo twerekana inkuru.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

Brewing Happiness Ikiranga Ikiranga ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. Brewing Happiness Ikiranga Ikiranga biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. Brewing Happiness Ikiranga Ikiranga ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.

Behind the Design

Press Kit

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

Unique Properties: Gong cha is a Chinese term for the act of offering the best tea to the Emperor. It represents teas and beverages of the highest and finest quality, fit for royalty. Today, the Gong cha company is dedicated to the same principle of providing premium products to its customers around the globe. Gong cha promises to inspire the human spirit and create happiness with a perfect cup of tea. In order to increase brand awareness and promote tea culture, Gong cha created a series of brand materials.
Dimensions & Packaging: The specs of the Business card are 2.16"x3.3"
The specs of the Postcards are 4"x6"
The specs of the Rack Cards are 3.67"x8.5"
The specs of the Square Brochure are 4.72"x4.72"
The size of the #9 Envelopes are 8" 7/8 x 3" 7/8
The size of the Envelopes are 9"x12"
The size of the Brochure is 5.5"x8.5"
The size of the in-story flyer is 8.5"x11".
The size of the in-story menu is 8.5"x11".
The size of the notebook is 5.7"x8.26"
The stationery was printed on textured matte recycled stock paper.
Tags: Visual identity, Tea, Graphic Design, Branding, Stationery, System
Production Technology: All the graphics were made in Adobe Illustrator to remain vector quality. With image digitalization programs such as Photoshop, Indesign, designers developed a series of visual identities that can be easily adaptable to offline and online materials which include: Business cards, postcards, rack cards, product name cards, in-store flyers, menus, corporate letterhead, envelope, promotional brochure.
Design Challenge: As the company is expanding globally and its business from Asia to global, the major creative challenge was to create an appropriate visual metaphor to communicate Gong cha's core values to cultivate tea culture and brew happiness around the world. An abstract, dynamic and appealing identity system sprouted from all the different interactions creating attractive patterns and textural expressions rooted in a mission-driven symbology. The photography style gives a warmth, affinity, and delight impression that humbly reflects the humble nature of Gong cha's service.
Research: Tea, companion, art, taste, and moment meld to form the essence of Gong cha shape the world's culture of tea. The Main Pattern is a fundamental Key Visual that can show the brand image and tell the stories behind it. Five-element that make good tea has been simplified into patterns, making various images of Gong cha for multiple applications. When using product images on promotional items, images with warm bright colors should be used.
Inspiration: Tea is the flow of time. Tea is a wordless conversation. Tea is a fountain of inspiration, transforming each day into a leisurely journey of taste. Tea is life. It craves contemplation. It's worth savoring. Gong cha always ponders upon how best to brew modest happiness and relaxation in a small cup in your day-to-day life. Gong cha always ponders upon how best to provide a space for a sip of laughter with loved ones. Gong cha always ponders upon how best to share the stories of tea drinking culture easily and enjoyably with many people.
Project Duration: This project started in 2021 in California.
Operation Flow: The unique brand identification program quickly revealed that the Gong cha identity had to be modern, natural, and comfortable and it had to convey variety, harmony, and smoothness. Gong cha color skim is a set of standards that plays an important role in forging the brand identity when the Gong cha color system is utilized. Gong cha's primary color is "Gong cha Tea Red", the secondary color is Pearl Brown, Milk Tea Beige, Leaf Green, and water Blue.
Team Members: Graphic Designer: Min Huei Lu
Content: Gong cha Global Ltd
Photos: Gong cha Global Marketing
Image Credits: Image #1: Creator Min Huei Lu, Gong cha - Branding, 2022.
Image #2: Creator Min Huei Lu, Gong cha - Branding, 2022.
Image #3: Creator Min Huei Lu, Gong cha - Branding, 2022.
Image #4: Creator Min Huei Lu, Gong cha - Branding, 2022.
Image #5: Creator Min Huei Lu, Gong cha - Branding, 2022.