遇见普洱
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项目名称 Project:遇见普洱  Meet Pu’er

客户 Client:薪传文化发展有限公司  SINOTEA

创作年份 Year:2019

创意总监 Creative Director:余子驥 ZIJI YU

艺术指导 Art Director:蒋佳佳 JIAJIA JIANG

 

 

项目创作背景

Project Background

 

普洱内在霸气,外表却非常质朴。书籍设计的创意是源自于普洱茶砖的包装,自然的竹壳轻轻一裹,就通过茶马古道传播全球。所以我们这次也是希望通过质朴的设计手法还原普洱茶该有的面貌,让读者在触摸到这本书的同时,能感受到普洱的魅力。书籍整体像一饼茶砖,封面上几株普洱老茶叶拼出“遇见普洱”的字体,轻松中流露出普洱的霸气。我们希望通过这饼茶砖,可以把读者带进普洱茶的世界,一饼茶砖,让您品味普洱的发展历程。

 

Pu'er is domineering inside, but very simple in appearance.The creativity of the book design is derived from the packaging of Pu'er tea bricks. The natural bamboo shell is lightly wrapped and spread to the world through the Ancient Tea Horse Road.Therefore, this time we also hope to restore the appearance of Pu'er tea through simple design techniques, so that readers can feel the charm of Pu'er while touching the book.The book as a whole is like a cake of tea bricks. On the cover, a few old Pu'er tea leaves spell out the font "Meet Pu'er", expressing Pu'er domineering easily.We hope that through this cake tea brick, readers can be brought into the world of Pu'er tea. A cake tea brick allows you to taste the development of Pu'er tea.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

我们在做本项目时,思考如何可以让读者透过书籍第一时间可以感受到普洱茶的质朴与霸气。我们通过普洱茶砖的包装获得灵感, 普洱茶包装诞生伊始,最重要的作用毋庸置疑是保护茶叶不受潮。普洱茶在运输、储存、流通的过程中,常会受到各种不利条件及因素的破坏和影响,为了防潮防晒,茶农大多想到了就地取材,因为云南西双版纳等茶区,从古代开始就大量的生产竹壳,勤劳的茶农们看中了竹壳本身有孔隙,有着像活性炭一样的过滤效果,人们就地取材,使用即使用竹壳来包装一整提的普洱茶饼。所以,我们使用仿竹纹的纸张来做书涵,抽拉出来就是一饼茶砖的感觉。让读者可以通过外包装就能感受到普洱茶的魅力。

 

When we were working on this project, we thought about how to let readers feel the simplicity and domineering of Pu'er tea for the first time through books.We got inspiration from the packaging of Pu'er tea bricks. At the beginning of the birth of Pu'er tea packaging, the most important role is undoubtedly to protect the tea from moisture.Pu'er tea is often damaged and affected by various unfavorable conditions and factors in the process of transportation, storage and circulation. In order to prevent moisture and sun protection, most tea farmers think of obtaining local materials, because tea areas such as Xishuangbanna in Yunnan have been in large quantities since ancient times. In the production of bamboo shells, the diligent tea farmers appreciate that the bamboo shell itself has pores and has a filtering effect like activated carbon. People use local materials and use bamboo shells to package a whole Pu'er tea cake.Therefore, we use bamboo-like paper to make the book culvert, and it will feel like a cake and tea brick when pulled out. Let readers feel the charm of Pu'er tea through the outer packaging.

 

 

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"?

 

本书籍的构思过程更多是从体现人文温度的角度思考,希望传递给读者的不是冷冰冰的书籍,而是可以通过五感来感受普洱茶的魅力。充分的还原了劳动茶农的智慧,就地取材,避免造成过度包装的浪费。这也许是温暖设计的一种呈现方式。

 

The conception process of this book is more from the perspective of embodying the humanistic temperature. It is hoped that the readers can feel the charm of Pu'er tea through the five senses instead of cold books.It fully restores the wisdom of laboring tea farmers, uses local materials to avoid excessive packaging waste. This may be a way of presenting warm design.