Zhejiang Gongshang University 嘅作品 Tiantai Huangcha 品牌形象

由設計師 Zhejiang Gongshang University 創作嘅 Tiantai Huangcha 品牌形象係備受推崇嘅 2025 A' Design Award 銀獎得獎作品，獲獎類別為平面設計。

銀平面· 2025

Tiantai Huangcha 品牌形象

由 Zhejiang Gongshang University

客戶: 天台县人民政府

平面類別嘅 A' Design Award 銀獎得獎者

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經驗證嘅獲獎者

驗證設計 #152976 嘅獲獎狀態

喺 A' Design Award 查看新聞稿獎項徽章

色彩

設計

關於 Tiantai Huangcha 品牌形象

天台黃茶係一個為地區黃茶而創作嘅品牌形象同包裝設計。標誌以簡潔嘅圖形語言結合圓點同茶葉形狀。一個圓點象徵茶嘅精髓;兩個圓點表達人與自然嘅互動;三個圓點代表朋友圍坐一桌共享茶敘。下方嘅茶蓮圖形呼應三個圓點,令整個標誌更加完整。包裝採用啞光陶瓷配金屬提手,茶罐嘅造型亦跟隨標誌嘅形態而設計。

榮譽認可

關於A' Design Award 銀獎

Tiantai Huangcha 品牌形象是 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Tiantai Huangcha 品牌形象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。Tiantai Huangcha 品牌形象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。

設計背後

新聞資料包

由設計師提供嘅製作人員名單、團隊成員同技術詳情。

獨特屬性: 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.
尺寸同包裝: 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.
標籤: Brand Narrative, Brand Design, Symbolic Design, Sustainable Packaging, Regional IPs
生產技術: 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.
設計挑戰: 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.
研究: 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.
靈感: 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 .
項目時長: The project started its design phase in October 2022, was completed in April 2023 and officially released in May 2024.
操作流程: 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.
團隊成員: Designer：Kan Zhao
圖片來源: Designer：Kan Zhao