Gold Packaging Design · 2021
Rosa Roxburghii Tea Packaging
by Guangzhou Cheung Ying Design Co., Ltd.
- A' Design Award 2021 Gold Winner in Packaging Design
- Awarded April 15, 2021
- CLIENT: Guangzhou Cheung Ying Design Co., Ltd.
- Estimated Number of Design Views: 27,333
- Verification code D148850F1F · Verify this award
About Rosa Roxburghii Tea Packaging
Rosa Roxburghii is a packaging design for a canned tea beverage. The container is an aluminium can measuring 65 mm in length, 65 mm in width and 95 mm in height, with a capacity of 245 ml. The graphics use a Chinese style illustration of a rosa roxburghii tea garden, which reflects the care taken from planting to the selection of materials. Traditional Chinese elements and an auspicious red theme colour shape the layout. The packaging was created to give the product a clear identity and to express health, naturalness, vitality and inheritance.
Guangzhou Cheung Ying Design Co., Ltd.'s Rosa Roxburghii Tea Packaging represents a distinguished achievement in contemporary beverage packaging that thoughtfully bridges traditional botanical illustration conventions with modern retail requirements, the design team appears to have drawn inspiration from historical herbarium documentation and regional artistic traditions that celebrate the relationship between agricultural communities and their native flora, the central illustrative panel functions as a visual narrative depicting the careful harvest of rosa roxburghii, commonly known as chestnut rose, a fruit prized for its exceptional nutritional properties, the compositional choice to present harvesters within an idealized landscape setting elevates the product narrative beyond mere commodity to suggest connection with place, tradition, and careful cultivation practices, technically the design demonstrates sophisticated understanding of how complex illustration translates to curved metallic surfaces, maintaining clarity and visual impact despite the challenging substrate, the chromatic selection of warm coral grounds proves particularly astute, creating immediate shelf distinction while evoking associations with the fruit's natural coloration and suggesting vitality without aggressive commercial loudness, the integration of bilingual typography within decorative banner elements shows sensitivity to diverse market audiences while the circular seal devices provide authentication markers familiar within traditional commerce frameworks, the ornamental botanical flourishes framing each panel create visual rhythm and structural containment without overwhelming the central narrative, this packaging design invites consideration of how contemporary commercial objects can serve as carriers of cultural memory and regional identity, transforming everyday consumption into an experience connected with landscape, tradition, and the patient labor of cultivation.
Press Kit
- Unique Properties
- Due to the lack of personalization of the old packaging of the product which visual communication information is unclear, there is no unique imprint of its own category. Therefore, in order to better communicate with consumers, enhance the local characteristics and charm of rosa roxburghii and tea culture, and convey the new concept of "health, naturalness, vitality, and inheritance", a brand-new appearance design is needed to carry and present the concept and values behind the brand.
- Dimensions & Packaging
- The packaging with a capacity of 245ml，the packaging size is 65mm in length, 65mm in width and 95mm in height.
- Tags
- Rosa Roxburghii,Tea packaging,Traditional Chinese elements,Illustration,Beverage Packaging
- Production Technology
- The design material is made of aluminum can.
- Design Challenge
- The challenge mainly lies in how to better improve the awareness and competitiveness of rosa roxburghii tea in the consumer market, so as to make it stand out among the competing products. To address this challenge, we have added the healthy and natural attributes of rosa roxburghii tea to the traditional tea culture elements. Through visual creativity and brand integration, we further improved the relationship between the brand and consumers, and brought consumers a more reliable sense of brand trust.
- Project Duration
- The project started in April 2019 in Guangzhou, and finished in September 2019 in Guangzhou.
- Operation Flow
- With the tea beverage market constantly developing, safety and health have become the major concerns of consumers in their choice of tea beverage. Therefore, in order to create a healthy, natural, and high-quality brand, the illustrations have a creative style combining nature with vitality, echoing with people’s original desire.
- Research
- With the continuous improvement of living standards, people pay more and more attention to the quality of life, and have higher requirements for the aesthetics of packaging design and the charm it shows. Therefore, on the basis of retaining the traditional "tea" cultural characteristics of the product, our design has incorporated modern art elements, which is to interpret the life attitude conveyed by the brand – "returning to original nature, and staying healthy and progressive."
- Inspiration
- The overall design is based on the Chinese style illustration of rosa roxburghii tea garden, which outlines the rigor from planting to selection of materials that is embedded in the brand, and conveys the essence of the fusion of Chinese tea and rosa roxburghii. The design is also created on the basis of culture inheritance by adopting Chinese auspicious red as the theme color, and with layout incorporated with traditional Chinese elements.