封老爷茶
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项目名称 Project Name:封老爷茶 Tea Of Master Feng

客户 Client:腾冲市嘎娃嘎普茶业有限公司 Tengchong GAWAGAPU Tea Co.,Ltd.

创作年份 Year:2019

作品尺寸 Size:28.5*8.5*15cm

创意总监 Creative Director:黄庆中 Huang Qingzhong

艺术指导 Art Director:黄庆中 Huang Qingzhong

设计师 Designer:黄庆中 Huang Qingzhong

 

 

项目创作背景

Project Background

 

作品将中国的茶叶与书法文化相结合,以此传承和致敬中国传统文化,从材质到包装的完整设计突出产品的质朴、源产地优质环境等特性,回归本质的初心为设计背景,让作品在众多缺乏设计感的茶叶包装中脱颖而出。

 

The project combines Chinese tea with calligraphy culture, inherits and pays homage to Chinese traditional culture. The packaging design from material to package highlights the simplicity of the product and the high-quality environment of the original place of origin. It returns to the original intention of essence as the design background, which makes the work stand out from many tea packaging without design sense.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

市场上的茶叶包装普遍存在缺乏设计感和文化内涵的问题。作品设计采用方正的盒型方式,材质以天然木屑为主精制而成,内置三件原木色纸材制作的茶叶盒存装茶叶,整体包装兼具功能、环保与展示性,以自然纯粹的方式呈现茶叶和产地纯生态优质的生产环境。为了表现和突出包装木屑材质的肌理感,外包装设计用中国书法字和印章作为点缀,阐述了产品的故事和理念。自古以来中国的茶叶与书法文化的结合源远流长,相得益彰,从材质和包装的简约搭配突出产品的特性,将包装的功能和产品的特点直观的传达给消费者。

 

Tea package in the market is generally lack of design sense and cultural connotation.The package design adopts the square box type. The material selection is mainly made of natural wood chips, and the tea is packed in three plain wooden cartons. The overall packaging has both display and practical functions, presenting the pure and high-quality production environment of the origin of tea in a natural and pure way. In order to show the package texture, the package design uses Chinese calligraphy characters and seals as ornaments to elaborate the product's story and concept. Since ancient times, Chinese tea and calligraphy culture has a long history and complement each other. It highlights the characteristics of products from the simple combination of package, and directly conveys the functions of products to consumers.

 

 

创作过程 & 结果呈现

Creation Process & Result

 

确定材质及包装形式后,再构思如何将传统文化的元素融入到包装设计中。通过书法灵动的气质在特殊材质上的视觉呈现,包装结构简约、古朴,就好像是一件精雕细琢的工艺品,令人眼前一亮。传承了传统文化的理念,却是当下少有的茶叶包装设计。

 

After determining the material and packaging form, we can conceive how to integrate the elements of traditional culture into the packaging design. Through the visual presentation of the flexible temperament of calligraphy on special materials, the packaging structure is simple and simple, just like a well-designed handicraft, which is amazing.

 

 

如何理解项目与“人文湾区 ∙ 温暖的设计”这一主题的关联性?

How does the project reflect the exhibition theme "Cultural Bay Area • Humanistic Design"?

 

市场上的茶叶包装普遍缺乏设计感,选材与茶叶品牌文化契合度低。而设计来源于生活,又服务于生活,普通的包装设计已不能吸引更多对品质有要求的消费者,因此在提升包装设计感的同时融入文化元素,赋予它品牌的生命力和文化内涵,这是一种“暖心”的设计,人文的关怀。

 

The tea packaging in the market is generally lack of design sense, and the selection of materials is low in accordance with the tea brand culture. Design comes from life and serves life. Ordinary packaging design can no longer attract more consumers who have requirements for quality. Therefore, it is a kind of "warm heart" design and humanistic care to integrate cultural elements into packaging design and endow it with brand vitality and cultural connotation.