Xuannao Master Cha Blagovna identiteta by Chushan Design

Xuannao Master Cha Blagovna identiteta by Chushan Design is a highly esteemed winner of the very prestigious 2024 Srebrna nagrada A' Design Award in Grafično oblikovanje, ilustracija in vizualna komunikacija Competition Category.

SrebrnaGrafika· 2024

Xuannao Master Cha Blagovna identiteta

by Chushan Design

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

Srebrna nagrada A' Design Award Winner in Grafika Category

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Colors

The Design

About Xuannao Master Cha Blagovna identiteta

Xuannao Master Cha je blagovna identiteta, ustvarjena za kitajsko znamko penečega čaja. Logotip prikazuje pando, ki izvaja kitajski Qi Gong pod pismenko za Qi, izpisano v svetlo oranžni kaligrafiji. Figura pande, imenovana Da Qi Xia, ima dostojanstven izraz ter izraža junaštvo in živahnega duha. Te lastnosti so povezane z mehurčki v čaju. Kaligrafija in panda zasidrata znamko v vzhodnjaški kulturi in približata pijačo lokalnim potrošnikom. Logotip nima fiksne velikosti, zato je mogoče njegove poze in merilo prilagoditi vsaki aplikaciji.

The Recognition

About the Srebrna nagrada A' Design Award

Xuannao Master Cha Blagovna identiteta je prejemnik Srebrne nagrade A' Design Award, izjemno prestižnega priznanja, ki se podeljuje čudovitim, impresivnim vrhunskim oblikovanjem. Prejemniki Srebrne nagrade so izjemno briljantna in zelo ustvarjalna dela, ki ponazarjajo izjemno strokovnost, talent in bistrost svojih oblikovalcev. Od Xuannao Master Cha Blagovna identiteta se pričakuje, da bo čudovito, zgledno delo, opazno profesionalno in globoko inovativno. To oblikovanje, nagrajeno s Srebrno nagrado A' Design Award, je zelo opazen, občudovan izum, ki koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. Xuannao Master Cha Blagovna identiteta je stvaritev, ki ji mnogi zavidajo, ki prebuja želje, prinaša pozitivna čustva in vzbuja začudenje in občudovanje.

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