Pah Ji Hue Primary Function: Phutha ea Tee by Chung-Yuan Kuo, Wei-Jen Huang and Ann Ching

Pah Ji Hue Primary Function: Phutha ea Tee by Chung-Yuan Kuo, Wei-Jen Huang and Ann Ching is a highly esteemed winner of the very prestigious 2020 Moputso oa Silevera oa A' Design Award in Moralo wa Phuthelo Competition Category.

SileveraPhuthelo· 2020

Pah Ji Hue Primary Function: Phutha ea Tee

by Chung-Yuan Kuo, Wei-Jen Huang and Ann Ching

Client: PAH JI HUE' International Co;Ltd

Moputso oa Silevera oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Pah Ji Hue Primary Function: Phutha ea Tee

Pah Ji Hue ke letoto la phutha le entsoeng bakeng sa tee ea khale ea Taiwan le tee ea litholoana ea Taiwan. Kotoana e chitja ea tšepe e tšoere tee ea litholoana, e kopantsoeng le litholoana tse omisitsoeng, 'me ka holimo ho kotoana e phahame ka mokhoa oa moralo. Lebokose la pampiri le tšoere tee ea khale 'me le na le litšoantšo tse bonolo ka setaele sa toropo. Lebokose la lehong le kopanya mefuta ena e 'meli ea lihlahisoa 'me le ka boela la sebelisoa e le lebokose la polokelo. Liphutha tsohle li hlahisoa ka khatiso ea offset, ka likarolo tse fapaneng tsa khatiso holim'a bokaholimo. Letoto lena le hlahisa ho latsoa tee ka mokhoa o khutsitseng le o bonolo.

The Recognition

About the Moputso oa Silevera oa A' Design Award

Pah Ji Hue Primary Function: Phutha ea Tee ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Pah Ji Hue Primary Function: Phutha ea Tee e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Pah Ji Hue Primary Function: Phutha ea Tee ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

Behind the Design

Press Kit

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

Unique Properties: With tea culture as the brand core, PAH JI HUE' augments cultural and creative tea products. The combination of Taiwan fruit tea and classic dried fruit creates the mellow and smooth taste, echoing with image of rounded can. Meanwhile, the simple and elegant illustration outlines the urban design style. The wooden box is adopted to share products of the two, realizing the effective integrated design and expansion of gift.
Dimensions & Packaging: Wooden Box. 144mm x 280mm x 80mm
Paper Box. 104mm x 63mm x 130mm
Iron Box. diameter 125mm x height 60mm
Tags: Taiwan tea, Taiwan fruit tea, Tea package, Creative tasting tea, Tea gift series, Urban design
Production Technology: Offset print for packages, both iron and paper box. The top of iron box is convex via modeling. Different printing layers on the surfaces of the packages.
Design Challenge: 1. Broken the original concept of tasting tea.
2. The wooden box could fix two different types of the tea products. And it also could be regarded as storage box.
Research: We went to tea plantation that PAH JI HUE' owned in the middle of Taiwan. In Nantou, we observed the process of tea making and tried to link with the visual package. We use the concept about drip coffee and original fruit flavor to transfer the form of package. From inside to outside, we would like to let buyer taste Taiwan tea in different way.
Inspiration: Different from the images of youth in the past, this series return to the essence of PAH JI HUE' in tea making. The professional and steady-going brand image is strengthened via brands of Taiwan classic tea and Taiwan fruit tea products.
Project Duration: The package project started in March 2018 in Taiwan and finished in September 2019 in Taiwan.
Operation Flow: Classic Taiwan Tea takes hand-brewed tea as the overall planning concept, and uses contracted design to convey the simple atmosphere of leisurely tasting tea.
Patents: Copyrights belong to PAH JI HUE' International Co;Ltd
Team Members: General Director. Chung-Yuan Kuo
Designer. Wei-Jen Huang
Project Manager. An-Hui Ching
Illustrator. Sweet Core
Copyright. Ling Lin
Photographer. Yao Yang & Chih-Tan Lin
Film Editor. Jason Wong
Image Credits: Image #1: Photographer Chih-Tan Lin, Creator Wei-Jen Huang, 2019
Image #2: Photographer Yao Yang, Illustrator Sweet Core, Creator Wei-Jen Huang, 2018
Image #3: Photographer Yao Yang, Creator Chung-Yuan Kuo & Wei-Jen Huang, 2018
Image #4: Photographer Yao Yang, Creator Chung-Yuan Kuo & Wei-Jen Huang, 2018
Image #5: Photographer Chih-Tan Lin, Illustrator Sweet Core, Creator Wei-Jen Huang, 2019