TEA Packaging - DARU - 大儒

包装设计/饮料、茶叶,咖啡

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发布于2021-01-12

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美凯成创

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TEA Packaging - DARU - 大儒
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Client _ 熹茗茶业  |  Director _ 阿达  |  Designer _ 阿法  |  Planning _ 文莲  |  Photographer _ 唐磊  |  Time To Market:2020


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DaRu series, xi Ming brand culture represents tea products, accumulated ten years of Xi Ming, with Confucian products to enter the market at the beginning, but also with Confucianism to seize the customer group elegant tea mind, as a brand of ten years of hot sales, it can be described as the classic of the classic. Now, Xi Ming rebuilds the brand vision. The new work is zhu Zi’s descendant and the “Respectful” brand vision of the tea family. As a cultural representative of tea, Dafu series vision naturally inherits the brand visual content.

儒系包装,熹茗品牌文化代表产品,沉淀十一年的熹茗,以儒系岩茶产品初闯市场,又以儒系抢占客群儒茶心智,作为十一年来品牌的热卖品,可谓经典中的经典。十一年后的今天熹茗重塑品牌视觉形象,新作身为朱子后人,制茶世家的【礼敬】品牌视觉,作为文化代表茶,儒系产品包装视觉顺理成章承延了品牌视觉内容。



Application in insistance series packaging auxiliary graph, the creativity of xi ling Ming brand comes from zhuxi’s four notes in the song dynasty edition book, refining of classic symbol: edition heart, fish tail, to the edge, seal which carries keywords into the brand culture of worshipping. They are “honesty, tradition , faithfulness and helpfulness”. “Respectful” created the xi ling Ming exclusive visual symbols. At the same time, a very zhu Zi legacy temperament and xi Ming packaging assets for the book box, also became xi Ming packaging system super symbol.

应用在儒系包装中的熹茗品牌辅助图形,创意源自朱子四书集注中的宋版书,提炼当中的经典符号:版心、鱼尾、对边、印章,以印章为载体融入品牌【礼敬】文化的关键词:守正承宗、正心诚意、成人达己、礼、敬,创造了熹茗专属的视觉符号。于此同时,极具朱子遗风气质且为熹茗包装资产的书型盒,也成了未来熹茗包装的超级符号。


Among the big scholar series named with “the university” of Zhu Zi, 4 series the product of 7 price class upgraded. The main picture elements of the package and the box shape all inherit the auxiliary graphics of the brand, while the box shape applies Xi Ming classic book box. Each gift box presents the product experience of advanced value through different colors, sizes, materials and book box styles.


以朱子《大学》八目为名的儒系产品,此次加入包装升级行列的有诚意、修身、格致、平天下,计4个系列7个价格等级的产品。7款产品在包装主画面元素和盒型上均承延品牌辅助图形,盒型则应用品牌经典书型盒,每款茶品通过包装的颜色、尺寸、材质,以及不同形式感的书型盒呈现进阶式产品质感和体验仪式感。


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