Gold Packaging Design · 2022
XinJiHao 10 Tea Packaging
by Evan Chen
- A' Design Award 2022 Gold Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Bama Tea Co., Ltd
- Estimated Number of Design Views: 53,425
- Verification code 8E20F92E85 · Verify this award
About XinJiHao 10 Tea Packaging
In the process of taking out the ten-year-old tea cake stored in the internal dry warehouse, consumers open the tea box from the golden cross line, as if opening the golden age of ten years. The mountain pattern in the outer box and the three-dimensional mountain sculpture in the inner pot represent the mountain that the tea passed through in the process of transportation and the mountain that gave birth to the tea respectively, making the ancient Pu'er tea a container with unique memory.
This distinguished packaging design demonstrates exceptional synthesis of heritage craft traditions with contemporary luxury presentation strategies, creating an object that transcends mere product containment to become a ceremonial experience in itself. The designer has orchestrated a carefully choreographed unboxing journey wherein the initial encounter with the austere black exterior, adorned with restrained gold typography and subtle wave embossing, establishes anticipation before the dramatic reveal of the luminous gold interior lining that transforms functional opening into theatrical unveiling. The central container presents particularly sophisticated formal achievement through its concentric ridged surface treatment, evoking associations with ancient ceramic traditions, meditative sand gardens, and the natural topography of mountainous tea-growing regions, while the sculptural golden finial crowning the composition suggests both the peaked forms of distant ranges and the precious nature of the contents within. Technical execution throughout demonstrates masterful attention to material relationships, with matte surfaces absorbing light to create visual quiet against which metallic elements perform with heightened brilliance. The numerical designation suggests commemorative significance, positioning this packaging as marking a meaningful milestone worthy of elevated presentation. One observes how the designer has created multiple textural conversations, the smooth planes of the box walls dialoguing with embossed wave patterns, the ridged container surface contrasting with its polished crown, establishing sensory richness that rewards extended examination. The arrangement of multiple units within the photographic composition reinforces brand presence while suggesting the desirability of collecting and gifting. Viewers might contemplate how such packaging design elevates the quotidian act of tea consumption into ritualized appreciation, transforming commercial transaction into cultural participation.
Press Kit
- Unique Properties
- The origin of Pu'er tea is located in Yunnan-Guizhou Plateau, which made the transportation very difficult due to the barrier of high mountains. Historically, transportation of Pu'er tea has long relied on the caravan to cross the mountains. In order to load more goods, tea will be pressed into round tea cakes, and then loaded into the tea barrel made of bamboo shoots shell, thus forming a unique ring bulge shape of traditional package of Pu'er tea.
- Dimensions & Packaging
- 3000mm*3000mm*3000mm
- Tags
- logo，packaging，illustrations，graphics
- Production Technology
- Historically, transportation of Pu'er tea has long relied on the caravan to cross the mountains. In order to load more goods, tea will be pressed into round tea cakes, and then loaded into the tea barrel made of bamboo shoots shell, thus forming a unique ring bulge shape of traditional package of Pu'er tea. We introduce this unique shape into the design of tea canister, and at the same time, we also integrate the rolling mountain image of Yunnan Province into the design, symbolizing the mountains that breeds those tea.
- Design Challenge
- How to combine the quality of "Black Gold Decade" with visual expression.
- Project Duration
- The project was launched in Suzhou in March 2021.
- Operation Flow
- The packaging uses The Chinese character "ten" to skillfully divide the picture into four modules. The upper module turns left and right respectively from the middle line, revealing the golden inner box loaded with abstract mountain sculpture. In the process of taking out the ten-year-old tea cake stored in the internal dry warehouse, consumers open the tea box from the golden cross line, as if opening the golden age of ten years.
- Research
- This is a product of Pu'er tea from Yunnan Province, China. Pu'er tea has a long history. As early as 3000 years ago in the early Zhou Dynasty, Pu groups, the ancestors of Yunnan Province, had already recorded offering tea to King Wu of Zhou Dynasty. The origin of Pu'er tea is located in Yunnan-Guizhou Plateau, which made the transportation very difficult due to the barrier of high mountains.
- Inspiration
- Pu'er tea has the characteristics of becoming more fragrant as it ages. Pu'er tea stored for a long time has a more unique flavor, so it has higher tasting value. This product selects an aged Pu'er which has been stored for ten years. We selected The Chinese character "ten" from the movable type printing block, one of the Four Great Inventions of ancient China, and combined the product’s most important concept ten with the main picture of outer packaging and the opening mode of packaging.
- Image Credits
- BamaTea
- Patents
- BamaTea