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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  1. OUKIKYO

  2. TYPOTECT

  3. ORCHID SPA 2

  4. SHICHENG LIVING ROOM

  5. LOTUS ART CENTER

  6. JOYCITY KIDS WORLD

  7. TAC THE AIR PURIFIER

  8. THE LAKE ONE

  9. PAPRIKA STOOL

  10. URBAN FARM CHANGSHA

  11. PULL THE HANGER

  12. KOREA SOIL POLLUTION

  13. CONVOLO

  14. PENCIL SHARPENER

  15. COLORS OF TIME

  16. SQUARING

  17. OUT OF FRAME

  18. MUTUALISM

  19. BEEHIVE HOUSE

  20. SPIRAL ARCHES

  21. SUEHIRO NAGAYA

  22. THE JINJU SILK LAB

  23. GUANGXI BABAO TEA

  24. AIR WING III

  25. LIGHT OF TEMPLE

  26. AEGIS 300I

  27. YOU AND ME

  28. COLONS BRAND DESIGN

  29. HARUHARU WONDER

  30. BETWEEN

  31. CHILDLIKE PURITY

  32. EBD

  33. PORTABLE TEA INFUSER

  34. THE MORGAN

  35. ZEN AND SPA CENTER

  36. TRAVEL TEA SET

  37. PANELING FASTENER

  38. REGRESSION

  39. BCSW MEDITATION ROOM

  40. ZAMO

  41. SHANG JU HOTEL

  42. ONP

  43. ATTENTION

  44. CAMPING AT HOME

  45. THE FORTUNE BRIDGE

  46. INZONE MALL

  47. YIN RESIDENCE

  48. PLANTS TRADE

  49. NAFA ARTS PRESCHOOL

  50. 24 SOLAR TERMS

  51. BIUM

  52. ONDA

  53. ZHE GU TEA

  54. LIBERATING WHEELCHAIR

  55. TWISTING

  56. TREASURED MANSION

  57. LUMINOUS WALL

  58. ZHONGNAN MANSION

  59. ESEN

  60. A PIECE OF FULL MOON

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