2021 | Professional

MUSE Design Awards Silver Winner

Proud Spring Phoenix

Entrant Company

ChiHe Design

Category

Packaging Design - Other Packaging Design

Client's Name

Wang De Chuan Fine Chinese Tea

Country / Region

Taiwan

Wang De Chuan Fine Chinese Tea is a Taiwanese tea brand of over a hundred years old, dedicated to reinterpreting fine Chinese tea in new ways, and incorporated with Chinese deep cultural meaning, enabling tea to face the new world with a brand new image.

The work is from the gift box of tea series during Chinese New Year of 2017, which is the Chicken year according to the lunar calendar.

The Chicken from the twelve Chinese Zodiac signs is based on the holy creature, Phoenix, which is considered the most notable mascot in ancient China, as known as The Solar Bird.

Through thousands of year, Phoenix has been regarded as the symbol of beauty, good fortune, kind, tranquility., virtue, peace and light. Spring as the start of the year, the gift box is designed based on the concept of phoenix and titled with “Proud Spring Phoenix”, reincarnating the painting art of ceramic porcelain from Chinese Chin dynasty, hand paint the elegant posture of phoenix’s flying, supported with the details of golden glow on the outline of the phoenix bathed in spring sunlight. The outer box is imprinted with the phoenix flying in ink silk, supported with partial hot foil die-stamping as if the feather of the phoenix facing the sunlight, showing extraordinary texture, sending wishes to the recipients a promising year, bright future with the tea gift of light and fortune meaning within.

Credits

Visual Director
Pei-Han Hung
Design Director
Chien-Cheng Liu
Project Manager
Cindie Huang
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