2020 | Professional

MUSE Design Awards Gold Winner

Mountain tea - Song

Entrant Company

Linshaobin Design

Category

Packaging Design - Self Promotion

Client's Name

Guangzhou Zifang Enterprise

Country / Region

China

Song Chinese cuisine restaurant is a brand based on Chinese Song Dynasty culture. The audiences who are high-income people. Tea is the main drink in the restaurant. The tea of “mountain tea-song” is planting on the high mountains tea area which is elevations up to 1000 meters. It is made by artificial charcoal baked, and it has three concentrations from light to strong by different baked time.

In the creative conception, found the edges of burned paper leave firing mark from light to deep, that feel most like the Chinese ink painting texture. Several overlap to give a sense of the distance between the mountains, most has the artistic conception of Chinese landscape painting in Song Dynasty. The burned marks also reflect the process of carbon tea.

Consumers who drink Chinese high-end tea generally pay more attention to tea ceremony, culture and art, so they also prefer landscape paintings with artistic conception and imagination space.

We chose three different colors of paper to distinguish each tea. Then use the edge marks by burned paper to scan and print it, finally the irregular edges are cut out by laser engraving, let people feel like a real burn. Then fold into three layers which presents the layer upon layer of mountains.

Mountain picture mainly manifests in the paper bag packing envelope, its function is to tighten the pockets of paper bags. A gilded bronze color circle on the gray paper bag looks like the moon blocked behind the mountains. And connected with the pictures on the other two tea bags, each of them is stamped with different flying cranes. The last three separate packaging are placed in the box to form a complete picture of the story.

The packaging design of mountain tea-song fully promoted the high quality and elegant tone of Song brand. Make consumers have a deeper recognition and love of Song brand. The packaging design cleverly reflects the context of Chinese culture and contemporary aesthetics. Good output the impact of Chinese culture and art on the commercial market.

Credits

Linshaobin Design
Shaobin Lin
Yanpen photo
Yanpeng Chen
Linshaobin Design
Suki Wu
Guangzhou zifang enterprise
Kopy Tan
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