Pony Pack Tea 茶叶礼盒包装 by Xiang Qian, Deng Zhehao and Yao Wenliang

Pony Pack Tea 茶叶礼盒包装 by Xiang Qian, Deng Zhehao and Yao Wenliang is a highly esteemed winner of the very prestigious 2020 A' Design Award 银奖 in 包装设计 Competition Category.

银包装· 2020

Pony Pack Tea 茶叶礼盒包装

by Xiang Qian, Deng Zhehao and Yao Wenliang

Client: Rufy Design

A' Design Award 银奖 Winner in 包装 Category

21,867

Verified Award Winner

Verify Award Status for #87642

View at A' Design Award Press Release Award Badge

Colors

The Design

About Pony Pack Tea 茶叶礼盒包装

Pony Pack Tea 是一款为高端茶叶打造的礼品包装设计。设计理念源自制茶悠久的历史脉络——传统工艺得以传承，并与现代化生产管理相融合。包装表面层叠呈现不同历史时期书体的汉字，寓意穿越时光传承至今的品质。整套包装包含礼盒与帆布袋，帆布袋以束口绳结收合。选用质朴的纹理纸张，结合丝网印刷、烫金与压凸工艺。造型灵感取自茶柱与茶饼。

The Recognition

About the A' Design Award 银奖

Pony Pack Tea 茶叶礼盒包装是 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Pony Pack Tea 茶叶礼盒包装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。Pony Pack Tea 茶叶礼盒包装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。

Behind the Design

Press Kit

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

Unique Properties: The unique attribute of this project lies in the use of a relatively obscure design idea, with the text of different ages as the main body of the tea process to connect the heritage
Dimensions & Packaging: Box x24.2cm*y15cm*z5.1cm bag x63cm*d10.5cm
Tags: Tea packaging design, gift box packaging design, calligraphy, Oriental charm design
Production Technology: Canvas slanting across the belt tea bag, rope tightening knot type, screen printing, bronzing, convex, simple texture paper
Design Challenge: The challenge of the research and development of high-end gifts comes from how to explore the historical origin of the brand itself, so as to interpret the form, charm and soul in line with the product temperament in essence, and at the same time, to ensure that the cost of packaging form will not lead to the soaring cost of mass production.
Research: 1. Research type: the user group is high-end consumers aged 25-45 years old.
2. Research objectives and methods: to find the essential value demand behind high-end gifts, conduct research, simulation, inquiry and analysis
3. Data collection and research tools: inspiration board, mind map, database
4. Research effects of participants or real-life phenomena such as experiments, results, insights and influences, business, society and design itself: through data research, simulation gifts, and search for experimental participants who meet the characteristics without telling them to buy finished products and send them to friends and then conduct investigation. It is found that high-end consumer groups not only have requirements for the quality of the product itself, but also have certain requirements for the historical origin behind the product as well as the aesthetic feeling of packaging design form and the charm it shows. We have therefore integrated the three to highlight the quality, heritage and extraordinary taste of the gift, in order to gain the ultimate buyer a solid friendship and praise in return.
Inspiration: The inspiration comes from its tea making process. On the basis of traditional techniques, the key parts of the tea are kept and the modern scientific management is introduced. After hundreds of years, the traditional part of tea has been preserved with better production techniques. Therefore, the superposition of the writing styles of different ages is used to express the inheritance of quality across time.
Project Duration: 2017-2017.9 changsha, hunan province, China
Operation Flow: The design target customers are 25-45 years old in the middle and high-end consumption capacity of the crowd. The starting point of this design is the brand story, the special structure of the product and the Oriental spirit. The tea Marvin is the background, and the special structure of the product is combined with the shape of the tea column and tea cake. To create a cultural background, special appearance modeling, Oriental aesthetics of the collection level gift packaging, is the design for the final buyers of the integration and optimization of the value set, to create value for the buyers.
Team Members: Planning: liu jun
Designer: xiang qian
Assistant: li sai
Text collation：Yao wenliang
Image Credits: Photo # 1: planning: Liu Jun, designer:xiang qian , assistant: li sai, headline finishing: Yao Wenliang,Photo # 2: planning: Liu Jun, designer:xiang qian , assistant: li sai, headline finishing: Yao Wenliang,Photo # 3: planning: Liu Jun, designer:xiang qian , assistant: li sai, headline finishing: Yao Wenliang,Photo # 4: planning: Liu Jun, designer:xiang qian , assistant: li sai, headline finishing: Yao Wenliang,Photo # 5: planning: Liu Jun, designer:xiang qian , assistant: li sai, headline finishing: Yao Wenliang。