Tiantai Huangcha Varumärkesidentitet av Zhejiang Gongshang University

Designen Tiantai Huangcha Varumärkesidentitet av Zhejiang Gongshang University är en högt ansedd vinnare av den mycket prestigefyllda 2025 A' Design Award i Silver i tävlingskategorin Grafik-, Illustrations- och Visuell Kommunikationsdesign.

SilverGrafik· 2025

Tiantai Huangcha Varumärkesidentitet

av Zhejiang Gongshang University

Klient: 天台县人民政府

Vinnare av A' Design Award i Silver i kategorin Grafik

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Verifiera prisstatus för #152976

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Färger

Designen

Om Tiantai Huangcha Varumärkesidentitet

Tiantai Huangcha är en varumärkesidentitet och förpackningsdesign skapad för ett regionalt gult te. Logotypen kombinerar punkt- och bladformer i ett enkelt grafiskt formspråk. En cirkel symboliserar teets essens. Två cirklar uttrycker samspelet mellan människa och natur. Tre cirklar representerar vänner samlade runt ett bord för att dela te. En grafisk telotus nedanför återspeglar de tre punkterna och fullbordar märket. Förpackningen använder matt keramik med metallhandtag, och teburkens form följer logotypens utformning.

Erkännandet

Om A' Design Award i Silver

Tiantai Huangcha Varumärkesidentitet är vinnare av A' Design Award i Silver, ett utomordentligt prestigefyllt erkännande som tilldelas förstklassiga, hänförande och imponerande designverk i toppskiktet. Silvervinnare är oerhört briljanta och utomordentligt kreativa verk som illustrerar sina formgivares enastående expertis, talang och skarpsinne. Tiantai Huangcha Varumärkesidentitet förväntas vara ett underbart paradexempel som är anmärkningsvärt professionellt och djupt innovativt. Detta vinnande verk i A' Design Award i Silver är en mycket uppmärksammad, beundrad uppfinning som gagnar och flyttar fram gränserna för konst, vetenskap, design och teknik. Tiantai Huangcha Varumärkesidentitet är en skapelse som avundas starkt, som väcker längtan, förmedlar positiva känslor och väcker förundran och häpnad.

Bakom designen

Presskit

Erkännanden, teammedlemmar och tekniska detaljer tillhandahållna av designern.

Unika egenskaper: The combination of dots shapes and leaves condenses the Buddhist meditation into a logo graphic with multiple meanings. The circle symbolises the essence of tea; the arrangement of two circles shows the interaction between man and nature; and the arrangement of three circles signifies the sharing and gathering of friends who are seated around a table to drink three cups of tea together.
The tea lotus graphic below the logo echoes the three dots above, ultimately constituting the complete logo.
Dimensioner & förpackning: Round, crescent shaped tea canister: diameter 120mm*height 150mm (capacity 150-200g);
Tea tray: leaf-shaped design, length 200mm*width 100mm.
In packaging design, round tea canisters, crescent-shaped tea canisters, diagonally placed tea cups and leaf-shaped tea trays are the basic apparatus for tea tasting. At the same time, through the clever combination of the tea canister and the tea tray, it forms an isomorphic design that echoes with the logo graphic, which effectively strengthens the brand impression.
Taggar: Brand Narrative, Brand Design, Symbolic Design, Sustainable Packaging, Regional IPs
Produktionsteknik: Material Selection: The packaging is made of matte ceramic and metal handles, echoing the natural texture; balancing a sense of high-end with sustainability;

3D modelling: The tea canister form was modelled based on the logo graphic to ensure that the shape was consistent with the brand symbol. This creation, through the simple design, helps the brand to show the rich connotation, and leave a deeper memory and sense of identity in the user's mind.
Designutmaning: Cultural abstraction: how to transform Buddhist Zen into a universal symbol? This can be done by lowering the narrative cognitive threshold through a simple graphic with different numbers of circles, one circle, two circles and three circles;
Breaking barriers: how to balance high-end positioning and mass communication? Minimalist design of gifts and everyday scenes to strengthen the ‘scarcity + cultural value’ label;
Production: process cost control for complex shaped tea canisters, using modular moulds to reduce customisation costs.
Forskning: This project creates a brand image and packaging system for "Tiantai Yellow Tea". Centered on "Buddhist culture," the design blends Zen aesthetics with tea-making traditions. The main graphic combines dots and leaf shapes. The tea lotus below forms a "poet monk with clasped hands," reflecting the "tea and Zen" philosophy. The design balances cultural richness with efficiency, emphasizing the tea's rarity and premium status. The brand gained government recognition and media coverage.
Inspiration: We were commissioned by the government of Tiantai County, Zhejiang Province to design the brand identity and packaging for the local speciality tea 'Tiantai Huangcha.' As the birthplace of yellow tea, Tiantai Temple was asked to incorporate its concept of 'Tea Zen and One Taste' into the design; to transform the traditional process of sun-drying and drinking tea into visual symbols; and to integrate a variety of cultural imagery through geometric shapes that are easy to recognise and remember .
Projektlängd: The project started its design phase in October 2022, was completed in April 2023 and officially released in May 2024.
Arbetsflöde: Unpacking Ceremony: The layered structure of the gift box needs to be opened in a specific order, simulating the Zen tea ceremony;
The combination of the tea canister and the tea tray enhances the sense of opening ceremony, which fits the needs of gift-giving scenarios, and the minimalist graphics reduce the cost of recognition, helping the brand to quickly enter new markets and strengthen the brand's memory. This minimalist symbol system can be expanded to tea utensils and cultural tourism products (such as meditation experience periphery) to continue the brand life cycle.
Teammedlemmar: Designer：Kan Zhao
Bildkrediteringar: Designer：Kan Zhao