Gold Packaging Design · 2021
ZhuoQing Instant Tea Essence
by Tiger Pan
- A' Design Award 2021 Gold Winner in Packaging Design
- Awarded April 15, 2021
- CLIENT: Tasly Holding Group
- Estimated Number of Design Views: 34,807
- Verification code A6BF406CC7 · Verify this award
About ZhuoQing Instant Tea Essence
ZhuoQing is a packaging design for an instant Pu'er tea essence powder. The powder is extracted through a long process and dissolves completely in water with no residue. The outer box is made of tinplate, the inner box of paper, and the single servings are wrapped in aluminium foil. The slim pull-out carton can be opened and held with one hand, and the reopenable structure keeps the package easy to carry and use. The graphics are based on folk embroidery patterns from Yunnan and show scenes of tea planting and picking.
TIGER PAN's ZhuoQing Instant Tea Essence packaging represents a distinguished achievement in contemporary packaging design that thoughtfully bridges traditional visual heritage with modern commercial requirements. The design system demonstrates sophisticated understanding of how cultural narrative can enhance product value while maintaining clear communication of essential product information. Through the employment of a richly illustrated decorative program featuring mountain landscapes, traditional architectural forms, and botanical imagery, the packaging evokes the geographic and cultural origins of the tea essence within, transforming functional containment into an object worthy of display and gifting. The chromatic strategy proves particularly accomplished, with the deep indigo ground suggesting depth, premium quality, and connection to natural dye traditions, while golden illustrations create warmth and preciousness without ostentation. Typographic hierarchy successfully integrates traditional calligraphic letterforms with contemporary bilingual requirements, ensuring accessibility while honoring aesthetic heritage. The illustrative style achieves a delicate balance between decorative abundance and compositional clarity, with the central cream panel providing necessary visual rest and information focus amid surrounding narrative imagery. One might observe how the continuous illustration flowing across multiple box faces encourages handling and rotation, inviting extended engagement with the object. The design successfully positions this instant tea product within a premium aesthetic framework that emphasizes craftsmanship, natural origins, and cultural authenticity. Viewers may find themselves contemplating how this packaging design transforms an everyday beverage product into a meaningful cultural artifact worthy of appreciation and thoughtful gift-giving.
Press Kit
- Unique Properties
- ZhuoQing's Pu'er essence powder is extracted through tedious processes, resulting in complete dissolution in water with no residue. It helps lower blood sugar. We are inspired by the decorative style of the folk embroidery patterns in Yunnan, and replicated the tea planting and picking scene. With the selected tinplate material for the outer box, and the small carton's slim structure, it is designed with a unique reopenable structure, convenient to carry and use.
- Dimensions & Packaging
- Size:395(L)*242(W)*40(H) mm
- Tags
- Pu'er Tea, Tea Essence, Lower Blood Sugar, Chinese Tea
- Production Technology
- The outer box: SPTE
Inner box: Paper
Small pack: Aluminium Foil - Design Challenge
- More than thousands of years, Pu'er has always been brewed using raw leaves. It has a sense of ritual and rather high maintenance. By extracting Pu'er through technology, ZhuoQing presents Pu'er like instant coffee powder, which can be brewed anytime and anywhere, increasing more opportunities to drink Pu'er, and providing tea lovers a convenient drinking experience under different situations.
- Project Duration
- The project started in September 2020 in Tianjin and finished in October 2020 in Shenzhen, and was launched to market in Beijing in November 2020.
- Operation Flow
- By extracting Pu'er through technology, ZhuoQing presents Pu'er like instant coffee powder, which can be brewed anytime and anywhere, increasing more opportunities to drink Pu'er, and providing tea lovers a convenient drinking experience under different situations.
- Research
- There are more than 4,500 years of history of tea tasting in China, and Pu'er's drinking history takes up a thousand years. ZhuoQing extracts the effective substances in Pu'er and retains the Pu'er flavor and quick dissolution, effectively increasing opportunities to drink Pu'er. The tea polysaccharides in Pu'er are refined to help lower blood sugar more effectively.
- Inspiration
- The pull-out carton of the Zhuoqing package can be extracted and held using one hand, which looks like a cigarette case. The box maximizes portability while simplifying the drinking way. The embroidered decorations of Pu'er birthplace-Yunnan, serve the purpose of preserving the awe for Pu'er's planting history and the awe for tea ceremony, recreating the authentic tea working scenes.
- Image Credits
- Image #1: Tiger Pan / Qian Chi / Juanjuan Wu
Image #2: Tiger Pan / Qian Chi / Juanjuan Wu
Image #3: Tiger Pan / Qian Chi / Juanjuan Wu
Image #4: Tiger Pan / Qian Chi / Juanjuan Wu
Image #5: Tiger Pan / Qian Chi / Juanjuan Wu - Patents
- Copyrights belong to Tasly Holding Group, 2020.