Yun Tea: A Premium Gift with a Cultural TwistBlending Chinese Zodiac and Tea Culture
Identity is the theme for defining this project. During my research, I have considered the relationship between personal identity and cultural traditions, as well as any idea that evokes my characteristic of Anglo-Chinese cultural background. Tea culture is very popular with both British and Chinese people, the ritual of tea drinking with cross-over of two cultures could provide a wealth of research areas.
A premium tea gift collection with the concept of Chinese zodiac and horoscopes, Yun Tea, designed by Jacky Hoi Hung Cheung, incorporates a bilingual brand identity that helps to promote Chinese cultural traditions worldwide. The design draws inspiration from the graphic style of western chinoiserie willow pattern and eastern Chinese papercutting zodiac characters, creating a unique visual identity that is related to tea and zodiac lucky flowers.
The teapot-shaped packaging, printed with one spot color on high-quality corrugated paper, adds to the overall aesthetic appeal of the gift collection. Each set of packaging measures 120mm in width, 140mm in depth, and 240mm in height. Additionally, individual tea-bag packaging is also included, with dimensions of 65mm in width, 56mm in depth, and 45mm in height.
The interaction with the design is simple and intuitive. Each tea bag is accompanied by a leaf-shaped tag with a QR code printed on the back. By scanning the QR code with a mobile phone, users are directed to a dedicated horoscope website that presents monthly luck predictions. This innovative approach allows tea enthusiasts to enjoy a cup of tea while exploring their horoscope in more detail.
The Yun Tea design project was realized between April and August 2016 in Hong Kong. Throughout the design process, Jacky Cheung faced various challenges, including researching contemporary reinterpretations of chinoiserie willow pattern, exploring different packaging materials, and selecting suitable typography. Ultimately, the design successfully combines traditional Chinese elements with a modern and eco-friendly approach.
The Yun Tea design has been recognized for its excellence and innovation. It was awarded the Iron A' Design Award in 2017 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award acknowledges well-designed, practical, and innovative creations that meet professional and industrial requirements.
With its unique blend of Chinese zodiac and tea culture, Yun Tea offers a refreshing and culturally rich experience for tea enthusiasts worldwide. By embracing tradition and innovation, this premium gift collection showcases the beauty and significance of Chinese cultural heritage.
Project Details and Credits
Project Designers: Jacky Cheung
Image Credits: Jacky Cheung, 2016.
Project Team Members: Jacky Cheung
Project Name: Yun Tea
Project Client: Jacky Cheung