Tiantai Huangcha Identitet Marke by Zhejiang Gongshang University

Tiantai Huangcha Identitet Marke by Zhejiang Gongshang University is a highly esteemed winner of the very prestigious 2025 Çmimi i Argjendtë A' Design Award in Dizajni i Grafikës, Ilustrimit dhe Komunikimit Vizual Competition Category.

ArgjendiGrafikë· 2025

Tiantai Huangcha Identitet Marke

by Zhejiang Gongshang University

Client: 天台县人民政府

Çmimi i Argjendtë A' Design Award Winner in Grafikë Category

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Colors

The Design

About Tiantai Huangcha Identitet Marke

Tiantai Huangcha është një identitet marke dhe dizajn paketimi i krijuar për një çaj të verdhë rajonal. Logoja kombinon forma pikash dhe gjethesh në një gjuhë grafike të thjeshtë. Një rreth simbolizon thelbin e çajit. Dy rrathë shprehin ndërveprimin midis njerëzve dhe natyrës. Tre rrathë përfaqësojnë miqtë e ulur rreth një tavoline për të ndarë çajin. Një grafikë e lotusit të çajit poshtë i bën jehonë tre pikave dhe përfundon shenjën. Paketimi përdor qeramikë mat me doreza metalike, dhe forma e kutisë së çajit ndjek formën e logos.

The Recognition

About the Çmimi i Argjendtë A' Design Award

Tiantai Huangcha Identitet Marke është fitues i Çmimit të Argjendtë A' Design Award, një njohje jashtëzakonisht prestigjioze që u akordohet dizajneve të nivelit më të lartë, mahnitëse dhe mbresëlënëse. Fituesit e Argjendtë janë vepra tejet brilante dhe jashtëzakonisht krijuese që ilustrojnë ekspertizën, talentin dhe mprehtësinë e shquar të dizajnerëve të tyre. Tiantai Huangcha Identitet Marke pritet të jetë një vepër e mrekullueshme, vitrinë e vërtetë e mjeshtërisë, jashtëzakonisht profesionale dhe thellësisht inovative. Ky dizajn fitues i Çmimit të Argjendtë A' Design Award është një shpikje shumë e shquar dhe e admiruar që sjell dobi dhe zgjeron kufijtë e artit, shkencës, dizajnit dhe teknologjisë. Tiantai Huangcha Identitet Marke është një krijim shumë i dëshiruar që ngjall dëshira, sjell ndjenja pozitive dhe zgjon habi e mahnitje.

Behind the Design

Press Kit

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

Unique Properties: 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.
Dimensions & Packaging: 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.
Tags: Brand Narrative, Brand Design, Symbolic Design, Sustainable Packaging, Regional IPs
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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 .
Project Duration: The project started its design phase in October 2022, was completed in April 2023 and officially released in May 2024.
Operation Flow: 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.
Team Members: Designer：Kan Zhao
Image Credits: Designer：Kan Zhao