Jingyang Brick Tea 茶葉包裝 by Litete Brand Design is a highly esteemed winner of the very prestigious 2020 A' Design Award 銀獎 in 包裝設計 Competition Category.

銀包裝· 2020

Jingyang Brick Tea 茶葉包裝

by Litete Brand Design

Client: Litete Brand Design

A' Design Award 銀獎 Winner in 包裝 Category

27,957

Verified Award Winner

Verify Award Status for #89381

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jingyang Brick Tea 茶葉包裝

涇陽磚茶係一款壓製磚茶嘅包裝設計。包裝尺寸為100毫米乘100毫米乘40毫米，採用手工宣紙製造，具備防潮功能。裝飾以中國傳統工藝——木版印刷手工印製而成。插圖描繪咗清朝末年嘅商賈生活同地方風俗，整個系列運用咗三種中國傳統色彩。底部以紙質標籤封口。草繩結用嚟密封包裝，同時亦可作為手挽方便攜帶。

The Recognition

About the A' Design Award 銀獎

Jingyang Brick Tea 茶葉包裝是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Jingyang Brick Tea 茶葉包裝將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Jingyang Brick Tea 茶葉包裝是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

Behind the Design

Press Kit

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

Unique Properties: The uniqueness of this package is that we use traditional Chinese engraving technology. The craftsman is hand-carved and has a more traditional feel. The packaging material is made of hand-made rice paper, which is environmentally friendly and moisture-proof.
Dimensions & Packaging: 100 mm x 100 mm x 40 mm
Tags: Engraving,Tea Packaging,Packaging design
Production Technology: The final implementation of the packaging will use handmade rice paper and wood-block prints for inscription rubbing, which can promote the inheritance of China’s intangible cultural heritage. In addition, in order to reflect the packaging's original appearance and environment-friendly, its rubbing pigment, bonding glue and bundled straw ropes will all be made with natural materials. This design will also use portable straw rope to replace the original handles in order to save resources. Finally, local women will hand-package and decorate the tea bricks, which can solve their problem of a need for employment and will also stimulate economic growth.
Design Challenge: In the process of packaging design, in order to conform to the traditional Chinese design style, the packaging materials should be selected to consider the moisture-proof and insect-proof properties of the packaging, and finally the rice paper was selected. Decoration did not choose digital printing, but the choice of China's intangible cultural heritage block printing. Although this craft has been protected by the state, it has not been widely spread, and it has experienced many difficulties in the process of searching for intangible cultural heritage inheritors. The entire packaging process is hand-made and the size difference is created by hand, which is one of the difficulties in the packaging process. Not only that, the adhesives made from the leaves are environmentally friendly and harmless.
Research: Jingyang Brick Tea has a history of more than 600 years. It was also known as ‘Black Gold' on the ancient Silk Road. Due to regional economic underdevelopment and a lack of brand awareness, it faces difficulties with sales and communication. This time, the local tea merchants are jointly engaged in brand packaging of Jingyang Brick Tea to solve the above problems of local tea merchants and tea farmers.
Inspiration: The design concept reflects the late Qing Dynasty merchant culture and local customs. The various of life such as merchants riding horses around downtown and countryside, vendors selling the local snacks, folk artists performing Chinese operas, students preparing for exam, mother and kids.Line drawing techniques and tea receipts that circulated during the late Qing Dynasty will be used to seal the bottom of the brick tea. The design uses three Chinese traditional colors on different packaging.
Project Duration: The project started in May 2018 in TianJin and finished in February 2019 in TianJin, and was officially launched for sale in March 2019.
Operation Flow: In this product, the sealing method adopts the traditional Chinese ancient rope knot to prevent the goods from being scattered during transportation, and is also convenient for consumers to open and carry.The bottom is sealed by sticking labels, which is more traditional in Chinese style.The materials used are naturally environmentally friendly.
Patents: Copyrights belong to Langcer Lee, 2019.
Team Members: Creative Director:Langcer Lee
Designers:Yang Jie
Designers:Guo LinWei
Designers:Riso Guo
Designers:Limo Pan
Illustrator:Zhang Fan
Photographer:Jiang Tao
Image Credits: #1: Photographer Jiang Tao，Jingyang Brick Tea，2018
#2: Photographer Jiang Tao，Jingyang Brick Tea，2018
#3: Photographer Jiang Tao，Jingyang Brick Tea，2018
#4: Photographer Jiang Tao，Jingyang Brick Tea，2018