Ccpuerh Tea Isipakethe seTiya by Somethink Brand is a highly esteemed winner of the very prestigious 2020 Ibhaso Lebhronzi le-A' Design Award in Uyilo lwePakheji Competition Category.

IbhronziIpakheji· 2020

Ccpuerh Tea Isipakethe seTiya

by Somethink Brand

Client: Ccpuerh

Ibhaso Lebhronzi le-A' Design Award Winner in Ipakheji Category

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Colors

The Design

About Ccpuerh Tea Isipakethe seTiya

Ccpuerh Tea sisiyilo sesipakethe sohlobo lweeti ezicinezelweyo nezikhululekileyo. Isiqulathi yityhalarha eyindilinga eyenziwe ngealuminiyam enesivalo segolide esikhwenkwezisiweyo, ipateni yebhronzi, kunye nombhalo oshicilelwe nge-silk-screen. Ityhalarha inobubanzi obulinganiselwa kwi-80 mm, ubude bomzimba yi-70 mm kunye nobude besivalo obu-10 mm. Imibono emithathu eshicilelweyo, eyindilinga, eyiprism kunye nesecwecwe sesithathu, iphawula iti encinci eyindilinga, iti encinci esisikwere kunye neti ekhululekileyo. Imibala eyahlukileyo yetyhalarha ibonisa amanqanaba ohlukeneyo okuvuthwa kweti, ukwenzela ukuba abathengi bakwazi ukubona ngokukhawuleza umkhiqizo ngamnye. Le yilo inika iti yesintu inkangeleko elula nengcwele yale mihla.

The Recognition

About the Ibhaso Lebhronzi le-A' Design Award

Ccpuerh Tea Isipakethe seTiya ngumphumeleli weIbhaso Lebhronzi le-A' Design Award, ukuqatshelwa okuhlonitshwayo kakhulu okunikwa imiyilo ephawulekayo eyahlukaniswa kukuyila, ubukrelekrele nobukrelekrele. Abaphumeleleyo beBhronzi ziimveliso ezinobuchule obukhulu nezidala ngokumangalisayo ezingqina amava aphangaleleyo, ukucinga nokwazi ukuzenzela kwabayili bazo. Ccpuerh Tea Isipakethe seTiya iyathenjwa ukuba ibe yimpahla exatyiswa kakhulu, edunyiswayo nethandwayo enobungcali obuphawulekayo nezinto ezintsha. Lo myilo uphumeleleyo weIbhaso Lebhronzi le-A' Design Award ubandakanya iindlela ezilungileyo kakhulu kubugcisa, inzululwazi, uyilo kunye nobuchwephesha kwaye ugqwesile ngenxa yokunikela ingqalelo kwiinkcukacha. Ccpuerh Tea Isipakethe seTiya iyanelisa iimfuno ngokumangalisayo, ichukumisa iinqwenelo, ikhwebela iimvakalelo kwaye itsala umdla.

Behind the Design

Press Kit

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

Unique Properties: This is a packaging project for tea. Through rich color matching, they create a variety of brand personality and growth space, pay attention to color matching system and saturation, etc., to create a high-end atmosphere and fashion characteristics. On the packaging, they used three shapes of round, prismatic and triangular, which correspond to small round tea, small square tea and loose tea. Different color cans represent different states of tea maturity. It allows consumers to quickly identify products in different can bodies and enrich their visual impact. What's important is that they broke the traditional impression inherent in the tea industry. They think that drinking tea can be very fashionable and very young.
Dimensions & Packaging: 80mm in diameter, tank height 70mm, cover height 10mm
Compress tea leaves into small round, small square and loose tea.
Tags: Packaging, tea, color, fashion, youth
Production Technology: Round aluminum can body, lid electroplated gold, pattern bronzing, text silk screen process.
Design Challenge: In China, tea, as well as tea drinking, is full of traditional customs and rituals. How to get rid of the inherent impressions and make tea packaging more fashionable, younger and more high-end is the obstacle they have to overcome.
Research: They found that in China, the tea industry is no longer confined to the traditional form of drinking, no matter from the consumer population or the use of the scene, the youngerization of the tea industry has become a trend. Most Chinese young people, when drinking tea, may even refuse to use too traditional tea packaging or drinking. In this case, they have studied the current tendency of young people to visual aesthetics and redesigned the packaging of this project. Through rich colors and simple typography, as well as the distinction between the elements on the packaging, young people can quickly identify the products in different can bodies and enrich the visual impact. And they put forward the design concept of "simply drinking good tea", which makes the behavior of drinking tea more simple.
Inspiration: They found that in China, the tea industry is no longer confined to the traditional form of drinking, no matter from the consumer population or the use of the scene, the youngerization of the tea industry has become a trend. Most Chinese young people, when drinking tea, may even refuse to use too traditional tea packaging or drinking. In this case, they have studied the current tendency of young people to visual aesthetics and redesigned the packaging of this project. Through rich colors and simple typography, as well as the distinction between the elements on the packaging, people can quickly identify the products in different can bodies and enrich the visual impact. And they put forward the design concept of "simply drinking good tea", which makes the behavior of drinking tea more simple.
Project Duration: Launched in Dongguan in January 2019,
completed in Guangzhou in April 2019,
and exhibited in Dongguan in June 2019.
Operation Flow: Through rich color matching, they create a variety of brand personality and growth space, pay attention to color matching system and saturation, etc., to create a high-end atmosphere and fashion characteristics. On the packaging, they used three shapes of round, prismatic and triangular, which correspond to small round tea, small square tea and loose tea. Different color cans represent different states of tea maturity. It allows consumers to quickly identify products in different can bodies and enrich their visual impact. Let the behavior of drinking tea can also be very fashionable and very young.
Team Members: Astro Wong
Dorne Tsui
Jr Deng
KC To
Image Credits: Image #1: Designer Astro Wong, ccpuerh tea, 2019.
Image #2: Designer Astro Wong, ccpuerh tea, 2019.
Image #3: Designer Astro Wong, ccpuerh tea, 2019.
Image #4: Designer Astro Wong, ccpuerh tea, 2019.
Image #5: Designer Astro Wong, ccpuerh tea, 2019.