Shijian Chuxin: A Fresh Take on Tea Packaging

Longxiang Li's Award-Winning Design Breaks Traditional Boundaries

Shijian Chuxin's design inspiration stems from the aim to distinguish it from traditional green tea in the market. The design incorporates elements from Guizhou Ecological Tea Garden, including frogs, big swallows, and tea pickers, reflecting the ecology of the production area. This approach aligns with the target consumer group, setting it apart from conventional tea packaging designs.

The unique properties of this design lie in its creative elements. The product design uses Guizhou ecological tea gardens, frogs, big swallows, tea pickers, the Chishui River, and red culture to construct a natural and excellent organic ecological humanistic world illustration design. This unique visual language establishes the product's personality and resonates with the brand.

The design realization technology involves using white special paper for the packaging and laser printing and hot stamped gold for the packaging box. The packaging box is simple and easy for consumers to open, and the materials and processes are straightforward, making it easy to mass produce.

The design project was launched in July 2020 and completed in October 2020. The research underlying this design aimed to highlight the brand personality through Chinese-style illustrations. The design reflects the ecology of the production area and aligns with the target consumer group, presenting products that are both novel and full of oriental charm.

The primary challenge in this design project was making the product more appealing to young people. This issue was addressed through different illustration techniques and the use of illustrations, which conformed to the target consumer group and demonstrated the brand's selling point. The packaging design uses Guizhou ecological tea gardens, frogs, big swallows, tea pickers, Chishui River and Zunyi red culture as creative elements, and draws a natural, organic and ecological humanistic illustration pattern creation. It embodies the characteristics of the product. Today, when the return to nature is advocated, it is easy to feel the breath of nature.

This design has been recognized for its innovation and excellence, winning the Golden A' Packaging Design Award in 2022. The Golden A' Design Award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.