Chushan Design Brews Cultural Essence into Branding

Introducing "Xuannao Master Cha" with Traditional Chinese Flair

Chushan Design's latest venture, "Xuannao Master Cha," is more than a mere brand identity; it's a cultural statement. The design team, comprising Yin Peng, Li Linlin, and Liu Xingyu, has meticulously crafted a logo that embodies the spirit of Chinese Qi Gong, represented by the beloved panda, "Da Qi Xia." This majestic figure is not just a visual treat but a narrative of health, friendliness, and the product's essence. The vibrant orange calligraphy of "Qi" that accompanies the panda adds a layer of depth, connecting consumers to the traditional art form.

The uniqueness of "Xuannao Master Cha" lies in its logo, which portrays a panda engaged in the ancient practice of Qi Gong, set against the backdrop of dynamic calligraphy. This image is a powerful representation of the brand's commitment to quality and cultural authenticity. The panda's dignified expression mirrors the seriousness with which Chinese consumers approach their tea, while the logo's flexibility in dimensions ensures its adaptability across various platforms and products.

Chushan Design's approach to the realization of this brand identity is rooted in emotional and functional values. The logo serves as the core identity element and spiritual carrier for the brand, with the ability to portray different states through the movements of "Da Qi Xia." This dynamic vitality is a key component of the brand's interaction with consumers, offering a personalized visual experience that is both interesting and engaging.

The project, which took place from June to December 2023 in Shenzhen, was underpinned by extensive research into market trends and consumer preferences. "Xuannao · Oriental Sparkling Tea" is a testament to Chushan Design's dedication to innovation, as they introduce a pioneering concept in "Fresh Fruit Bubbly Tea," combining high-quality Chinese original leaf tea with seasonal fresh fruit, catering to the tastes of the youth.

One of the significant challenges faced by the design team was embedding the brand's cultural DNA to enhance the Eastern visual experience while effectively communicating the brand's values to the users. The result is a brand identity that not only captures the essence of Chinese bubbly tea but also serves as a bridge between traditional culture and contemporary lifestyle.

The "Xuannao Master Cha" has not only succeeded in creating a compelling brand identity but has also been recognized for its excellence with a Silver A' Graphics, Illustration and Visual Communication Design Award in 2024. This accolade is a testament to the design's innovation, technical prowess, and cultural significance, marking it as a top-tier creative achievement that inspires and captivates.