Zhejiang Gongshang University ᱨᱮᱱᱟᱜ Tiantai Huangcha ᱵᱨᱟᱸᱰ ᱩᱯᱨᱩᱢ (ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ) ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2025 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱜᱨᱟᱯᱷᱤᱠ· 2025
Tiantai Huangcha ᱵᱨᱟᱸᱰ ᱩᱯᱨᱩᱢ (ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ)
Zhejiang Gongshang University ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: 天台县人民政府
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#152976 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Tiantai Huangcha ᱵᱨᱟᱸᱰ ᱩᱯᱨᱩᱢ (ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ) ᱵᱟᱵᱚᱛ ᱛᱮ
ᱴᱤᱭᱟᱱᱴᱟᱭ ᱦᱩᱣᱟᱝᱪᱟ ᱫᱚ ᱢᱤᱫ ᱴᱚᱴᱷᱟ ᱨᱮᱱᱟᱜ ᱥᱟᱥᱟᱝ ᱪᱟ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱵᱨᱟᱸᱰ ᱩᱯᱨᱩᱢ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱞᱚᱜᱚ ᱨᱮ ᱴᱩᱰᱟᱹᱜ ᱟᱨ ᱥᱟᱠᱟᱢ ᱨᱮᱱᱟᱜ ᱨᱩᱯ ᱠᱚ ᱟᱞᱜᱟ ᱪᱤᱛᱟᱹᱨ ᱯᱟᱹᱨᱥᱤ ᱛᱮ ᱢᱮᱥᱟ ᱟᱠᱟᱱᱟ᱾ ᱢᱤᱫ ᱜᱚᱞ ᱫᱚ ᱪᱟ ᱨᱮᱱᱟᱜ ᱟᱥᱚᱞ ᱜᱩᱱ ᱮ ᱩᱫᱩᱜᱼᱟ᱾ ᱵᱟᱨᱭᱟ ᱜᱚᱞ ᱫᱚ ᱦᱚᱲ ᱟᱨ ᱫᱷᱟᱹᱨᱛᱤ ᱛᱟᱞᱟ ᱨᱮᱱᱟᱜ ᱥᱟᱹᱜᱟᱹᱭ ᱮ ᱩᱫᱩᱜᱼᱟ᱾ ᱯᱮᱭᱟ ᱜᱚᱞ ᱫᱚ ᱢᱤᱫ ᱴᱮᱵᱩᱞ ᱥᱩᱨ ᱨᱮ ᱫᱩᱲᱩᱵ ᱠᱟᱛᱮ ᱪᱟ ᱦᱟᱹᱴᱤᱧᱚᱜ ᱜᱟᱛᱮ ᱠᱚ ᱮ ᱩᱫᱩᱜᱼᱟ᱾ ᱞᱟᱛᱟᱨ ᱨᱮ ᱢᱤᱫ ᱪᱟ ᱥᱟᱞᱩᱠ ᱪᱤᱛᱟᱹᱨ ᱫᱚ ᱯᱮᱭᱟ ᱴᱩᱰᱟᱹᱜ ᱥᱟᱶ ᱢᱮᱲᱟᱣ ᱠᱟᱛᱮ ᱪᱤᱱᱦᱟᱹ ᱮ ᱯᱩᱨᱟᱹᱣᱟ᱾ ᱯᱮᱠᱮᱡᱤᱝ ᱨᱮ ᱢᱮᱴ ᱥᱮᱨᱟᱢᱤᱠ ᱟᱨ ᱢᱮᱴᱟᱞ ᱦᱮᱸᱰᱮᱞ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱪᱟ ᱰᱟᱵᱟ ᱨᱮᱱᱟᱜ ᱨᱩᱯ ᱫᱚ ᱞᱚᱜᱚ ᱨᱮᱱᱟᱜ ᱨᱩᱯ ᱞᱮᱠᱟᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Tiantai Huangcha ᱵᱨᱟᱸᱰ ᱩᱯᱨᱩᱢ (ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ) ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Tiantai Huangcha ᱵᱨᱟᱸᱰ ᱩᱯᱨᱩᱢ (ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ) ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- The combination of dots shapes and leaves condenses the Buddhist meditation into a logo graphic with multiple meanings. The circle symbolises the essence of tea; the arrangement of two circles shows the interaction between man and nature; and the arrangement of three circles signifies the sharing and gathering of friends who are seated around a table to drink three cups of tea together.
The tea lotus graphic below the logo echoes the three dots above, ultimately constituting the complete logo. - ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Round, crescent shaped tea canister: diameter 120mm*height 150mm (capacity 150-200g);
Tea tray: leaf-shaped design, length 200mm*width 100mm.
In packaging design, round tea canisters, crescent-shaped tea canisters, diagonally placed tea cups and leaf-shaped tea trays are the basic apparatus for tea tasting. At the same time, through the clever combination of the tea canister and the tea tray, it forms an isomorphic design that echoes with the logo graphic, which effectively strengthens the brand impression. - ᱴᱮᱜ ᱠᱚ
- Brand Narrative, Brand Design, Symbolic Design, Sustainable Packaging, Regional IPs
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- Material Selection: The packaging is made of matte ceramic and metal handles, echoing the natural texture; balancing a sense of high-end with sustainability;
3D modelling: The tea canister form was modelled based on the logo graphic to ensure that the shape was consistent with the brand symbol. This creation, through the simple design, helps the brand to show the rich connotation, and leave a deeper memory and sense of identity in the user's mind. - ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- Cultural abstraction: how to transform Buddhist Zen into a universal symbol? This can be done by lowering the narrative cognitive threshold through a simple graphic with different numbers of circles, one circle, two circles and three circles;
Breaking barriers: how to balance high-end positioning and mass communication? Minimalist design of gifts and everyday scenes to strengthen the ‘scarcity + cultural value’ label;
Production: process cost control for complex shaped tea canisters, using modular moulds to reduce customisation costs. - ᱜᱚᱵᱮᱥᱚᱱᱟ
- This project creates a brand image and packaging system for "Tiantai Yellow Tea". Centered on "Buddhist culture," the design blends Zen aesthetics with tea-making traditions. The main graphic combines dots and leaf shapes. The tea lotus below forms a "poet monk with clasped hands," reflecting the "tea and Zen" philosophy. The design balances cultural richness with efficiency, emphasizing the tea's rarity and premium status. The brand gained government recognition and media coverage.
- ᱯᱨᱮᱨᱚᱱᱟ
- We were commissioned by the government of Tiantai County, Zhejiang Province to design the brand identity and packaging for the local speciality tea 'Tiantai Huangcha.' As the birthplace of yellow tea, Tiantai Temple was asked to incorporate its concept of 'Tea Zen and One Taste' into the design; to transform the traditional process of sun-drying and drinking tea into visual symbols; and to integrate a variety of cultural imagery through geometric shapes that are easy to recognise and remember .
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started its design phase in October 2022, was completed in April 2023 and officially released in May 2024.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- Unpacking Ceremony: The layered structure of the gift box needs to be opened in a specific order, simulating the Zen tea ceremony;
The combination of the tea canister and the tea tray enhances the sense of opening ceremony, which fits the needs of gift-giving scenarios, and the minimalist graphics reduce the cost of recognition, helping the brand to quickly enter new markets and strengthen the brand's memory. This minimalist symbol system can be expanded to tea utensils and cultural tourism products (such as meditation experience periphery) to continue the brand life cycle. - ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Designer：Kan Zhao
- ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Designer：Kan Zhao
ᱥᱯᱚᱱᱥᱚᱨᱰ
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