Zhejiang Gongshang University 的作品 Tiantai Huangcha 品牌形象

设计师 Zhejiang Gongshang University 的作品 Tiantai Huangcha 品牌形象荣获了极具声望的 2025 A' Design Award 银奖，竞赛类别为平面、插画与视觉传达设计。

银平面· 2025

Tiantai Huangcha 品牌形象

设计师： Zhejiang Gongshang University

客户: 天台县人民政府

平面类别A' Design Award 银奖获奖者

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验证 #152976 的获奖状态

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关于 Tiantai Huangcha 品牌形象

天台黄茶是为一款地方黄茶打造的品牌形象与包装设计。标志以简洁的图形语言将圆点与茶叶造型相结合：一个圆点象征茶之本源；两个圆点表达人与自然的互动；三个圆点则寓意好友围坐一桌、共品香茶。下方的茶莲图形与三点相呼应，令整个标志更为完整。包装采用哑光陶瓷材质并配以金属提手，茶罐器型亦沿用标志的轮廓形态。

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关于A' Design Award 银奖

Tiantai Huangcha 品牌形象是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Tiantai Huangcha 品牌形象将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Tiantai Huangcha 品牌形象是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 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.
标签: Brand Narrative, Brand Design, Symbolic Design, Sustainable Packaging, Regional IPs
生产技术: 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.
设计挑战: 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.
研究: 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.
灵感: 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 .
项目周期: The project started its design phase in October 2022, was completed in April 2023 and officially released in May 2024.
操作流程: 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.
团队成员: Designer：Kan Zhao
图片版权: Designer：Kan Zhao