Rosa Roxburghii: A Fusion of Tradition and Innovation in Tea Packaging

Guangzhou Cheung Ying Design Co., Ltd. Redefines Tea Packaging with a Unique Blend of Chinese Style and Modern Elements

Guangzhou Cheung Ying Design Co., Ltd. has reimagined tea packaging with their Rosa Roxburghii design. This innovative concept, inspired by the traditional Chinese tea garden, aims to enhance the local charm of Rosa Roxburghii and tea culture, while communicating a new concept of health, naturalness, vitality, and inheritance.

The Rosa Roxburghii design stands out due to its unique blend of traditional and modern elements. The design team sought to create a packaging that would not only be visually appealing but also communicate the brand's values and concept effectively. The result is a design that is both aesthetically pleasing and functional, with a clear visual communication that sets it apart from other tea packaging designs.

The design was inspired by the Chinese style illustration of a Rosa Roxburghii tea garden, reflecting the brand's rigorous approach to planting and material selection. The packaging design incorporates traditional Chinese elements and the auspicious red color, symbolizing good fortune and joy in Chinese culture. This cultural inheritance is combined with modern art elements, interpreting the brand's life attitude of returning to original nature and staying healthy and progressive.

The Rosa Roxburghii design was realized using an aluminum can, a material choice that aligns with the brand's commitment to sustainability. The packaging has a capacity of 245ml, with dimensions of 65mm in length, 65mm in width, and 95mm in height. This compact size makes the packaging convenient for consumers to carry and store.

The design project, which started in April 2019 and was completed in September 2019 in Guangzhou, was a collaborative effort. The creative director, Zhiji Dong, and designer, Lu Gu, played key roles in bringing this innovative concept to life. Their design approach was informed by extensive research into consumer preferences and the evolving tea beverage market. The team's main challenge was to improve the awareness and competitiveness of Rosa Roxburghii tea in the consumer market, a challenge they overcame through visual creativity and brand integration.

The Rosa Roxburghii design has been recognized for its innovative approach to tea packaging, winning the Golden A' Packaging Design Award in 2021. This prestigious award is granted to outstanding creations that reflect the designer's prodigy and wisdom, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.