China   |  2020

Jingyang Brick Tea

Entrant Company

LITETE Brand Design

Category

Packaging Design

Client's Name

WenTaiYun

Sub-Category

Non-Alcoholic Beverages

Jingyang Brick Tea has a history of more than 600 years. It was also known as ‘Black Gold' on the ancient Silk Road. Due to regional economic underdevelopment and a lack of brand awareness, it faces difficulties with sales and communication. In order to solve the above problems, we will introduce brand packaging for this tea. The design concept reflects the late Qing Dynasty merchant culture and local customs. Line drawing techniques and tea receipts that circulated during the late Qing Dynasty will be used to seal the bottom of the brick tea. We use three colors on different packaging. The reason we choose these colors because they are traditional Chinese colors. The final implementation of the packaging will use handmade rice paper and wood-block prints for inscription rubbing, which can promote the inheritance of China’s intangible cultural heritage. In addition, in order to reflect the packaging's original appearance and environment-friendly, its rubbing pigment, bonding glue and bundled straw ropes will all be made with natural materials. We will also use portable straw rope to replace the original handles in order to save resources. Finally, local women will hand-package and decorate the tea bricks, which can solve their problem of a need for employment and will also stimulate economic growth.

Credits

Creative Director
Langcer Lee
Designers
Yang Jie
Designers
Guo LinWei
Designers
Riso Guo
Designers
Limo Pan
Illustrators
Zhang Fan
Photographers
Jiang Tao
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