Tiantai Huangcha Prekės ženklo identitetas – autorius Zhejiang Gongshang University

Darbas Tiantai Huangcha Prekės ženklo identitetas, kurio autorius Zhejiang Gongshang University, yra itin vertinamas prestižinio 2025 Sidabrinis apdovanojimas A' Design Award laimėtojas konkurso kategorijoje Grafikos, iliustracijų ir vizualinės komunikacijos dizainas.

SidabrinisGrafika· 2025

Tiantai Huangcha Prekės ženklo identitetas

Dizaineris: Zhejiang Gongshang University

Klientas: 天台县人民政府

Kategorijos Grafika laimėtojas – Sidabrinis apdovanojimas A' Design Award

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Patvirtintas apdovanojimo laimėtojas

Patikrinti apdovanojimo statusą – #152976

Peržiūrėti A' Design Award Pranešimas spaudai Apdovanojimo ženklelis

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Dizainas

Apie Tiantai Huangcha Prekės ženklo identitetas

„Tiantai Huangcha“ – tai prekės ženklo identiteto ir pakuotės dizainas, sukurtas regioninei geltonajai arbatai. Logotipas paprasta grafine kalba sujungia taško ir lapo formas. Vienas apskritimas simbolizuoja arbatos esmę. Du apskritimai išreiškia žmonių ir gamtos sąveiką. Trys apskritimai vaizduoja draugus, susėdusius prie stalo pasidalyti arbata. Apačioje esanti arbatos lotoso grafika atkartoja tris taškus ir užbaigia ženklą. Pakuotei naudojama matinė keramika su metalinėmis rankenėlėmis, o arbatos indelio forma atkartoja logotipo formą.

Pripažinimas

Apie Sidabrinis apdovanojimas A' Design Award

Tiantai Huangcha Prekės ženklo identitetas laimėjo Sidabrinį apdovanojimą A' Design Award, nepaprastai prestižinį pripažinimą, skiriamą aukščiausios klasės, puikiems ir įspūdingiems dizainams. Sidabro laureatai yra itin puikūs ir labai kūrybingi darbai, rodantys jų kūrėjų išskirtinę kompetenciją, talentą ir įžvalgumą. Tikimasi, kad Tiantai Huangcha Prekės ženklo identitetas bus nuostabus, pavyzdinis, labai profesionalus ir giliai novatoriškas kūrinys. Šis Sidabriniu apdovanojimu įvertintas dizainas yra žymus, žavimas išradimas, padedantis plėsti meno, mokslo, dizaino ir technologijų ribas. Tiantai Huangcha Prekės ženklo identitetas yra kūrinys, kuriam daugelis pavydi, žadinantis troškimus, teikiantis teigiamų jausmų ir sukeliantis nuostabą bei stebėjimąsi.

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Unikalios savybės: 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.
Matmenys ir pakuotė: 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.
Žymos: Brand Narrative, Brand Design, Symbolic Design, Sustainable Packaging, Regional IPs
Gamybos technologija: 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.
Dizaino iššūkis: 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.
Tyrimas: 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.
Įkvėpimas: 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 .
Projekto trukmė: The project started its design phase in October 2022, was completed in April 2023 and officially released in May 2024.
Veikimo eiga: 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.
Komandos nariai: Designer：Kan Zhao
Nuotraukų autoriai: Designer：Kan Zhao