Communication

EASTROC Shang Cha Tea Series

Extra Form
Country	China
Year	2025
Award	WINNER
Affiliation	EASTROC BEVERAGE GROUP Co., Ltd.
Designer	EASTROC
English	This series utilizes packaging design as a medium to concretely embody the essence of tea culture from top to bottom. The design intends to use Wei-style calligraphy to write the product names, with thick strokes and tight structures, portraying the rich taste and profound aroma of the tea. The abstract lines delineate the tea district on the northern Fujian mountains, faithfully recreating the scenario of "tea within the mountains". Visually connected to the lower part of the bottle, which looks like a vertical lined tea cup, it seems as if the "color of the mountains and tea flavor" has been infused into the cup.
Native	此系列以包装设计为媒，自上而下具象化呈现茶文化的韵味。设计拟用魏碑笔意书写品名，笔画厚重、结构紧密，刻画醇厚口感、深邃茶香。其次，抽象线条勾勒闽北群山茶叶产区，还原“茶在山中”的情境，且视觉上与瓶身下半部分竖纹茶杯相连，仿佛将“山色茶味”尽数注入其中，与茶道中追求山水风光、自然风味、天地灵气融合于一杯的理念相得益彰。本案以中式极简为视觉核心，追求技术创新：72%的极致收缩率使标签紧密贴合瓶身，彰显品牌对细节的极致追求；精细工艺确保光线遮盖率高达90%以上，质感媲美白纸。大面积留白韵味十足，激发文化共鸣。每款均采用专有配色方案，具象化呈现乌龙的幽香、茉莉的清雅、普洱的醇厚，不仅带来沉浸式视觉享受，更是对味觉的极致诱惑。半包瓶身巧妙露茶汤原色，“所见即所喝”，给予消费者最直观的信任与安心。每款茶饮精选优质茶叶，搭配独特的无糖配方，既保留了茶之本真，又满足了现代人对健康的追求。通过对包装美学与生活哲学的深度思考，本系列匠心营造一片心灵的宁静之地。一杯好茶扫清疲惫，驱散疲惫，与好友共享茶香，在繁忙中找到一丝宁静。鹏友上茶系列不仅定义了新中式健康无糖茶饮的新高度，同时积极推广可持续生活方式。从100%可回收PET材质到东方茶文化的现代演绎，每一处都是对自然生态的关怀与对健康生活的坚持。此设计不仅呈现了茶饮的香醇，更传递了品牌对和谐共生未来的期许。
Positive Comments
Judging Comments	This packaging design has been highly acclaimed for its ability to visually and culturally embody the essence of tea. By incorporating Wei-style calligraphy, the design conveys the depth and richness of the tea’s aroma and taste. The abstract mountain lines seamlessly merge with the lower part of the bottle, resembling a tea-filled cup, creating a harmonious fusion of landscape and beverage. This thoughtful approach not only enhances the brand’s storytelling but also elevates the sensory experience for consumers, making it a standout in modern tea packaging.