Communication

ZHE GU TEA

Extra Form

Country	China
Year	2019
Award	Bronze Winner
Affiliation	SunDesign
Designer	JIANSUN
English	Zhe Gu Tea's unique logo mark originates from Chinese font of little hero with the slim profile of tea leaves, which presents the shape of the aroma. The design inspiration came from the tale of partridge. By adopting the pure white background, it depicts a partridge rest on the tree in line-drawing method directly and simply. The high-end packaging originated from an obstruct conception of Buddhism as the Chinese word “Kon.” The growing area of Zhe Gu Tea, Dong Shan hill, is a Buddhist shrine. The gift box shows the culture connotation of the growing area. Thus, the symbolic high-end packaging can represent the tea in Hainan area.
Native	鹧鸪茶是中国海南地区特有的一种半发酵茶。 鹧鸪茶logo是一个字体标志，其特有的字体来源于中文字体小篆加上茶树叶纤细的轮廓，又表现出泡茶时香气的形状。 普通包装的设计灵感来源于鹧鸪鸟的传说。素白的底色，采用白描的手法手绘出一只鹧鸪鸟栖息在树上。直接并且简约。 高端包装源于一个抽象的佛家概念，即“空”。鹧鸪茶的产地东山岭是一片佛教圣地，佛家追求空灵、正道。 包装图案有三个组成部分：用茶叶与佛手相结合，演化出似叶似手的图案；鹧鸪茶烘培之后呈小球状，酷似佛珠；用茶珠拼成山水，表达佛家“看山非山、见水非水”的禅意。 此系列鹧鸪茶礼盒充分表达出其产地文化内涵，成为了可以代表海南地区茶叶的标志性高端礼品。

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