Gold Packaging Design · 2022
Shijian Chuxin Tea Packaging
by Longxiang Li
- A' Design Award 2022 Gold Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Shenzhen Qianzhi Empowerment Creative Consulting Co., Ltd.
- Estimated Number of Design Views: 52,733
- Verification code E02E513302 · Verify this award
About Shijian Chuxin Tea Packaging
Shijian Chuxin is a packaging design for tea. The design uses illustrations inspired by the ecological tea gardens of Guizhou, frogs, swallows, tea pickers and the Chishui River. The Chinese-style illustrations reflect the ecology of the production area and give the brand a distinct visual language, aimed at younger consumers. The wrapping paper is made of white special paper and printed with the illustrations. The box is finished with laser printing and gold hot stamping, and measures 300 by 120 by 80 millimeters. The box opens easily, and the simple materials suit mass production.
Jun Li's Shijian Chuxin Tea Packaging emerges from a rich intersection of traditional illustrative heritage and contemporary design sensibility, offering viewers an opportunity to contemplate the enduring relationship between artisanal craft and modern visual communication. The packaging system demonstrates exceptional compositional intelligence through its strategic deployment of illustrated narrative bands that animate otherwise minimal white surfaces, creating a visual rhythm that rewards sustained attention while maintaining immediate shelf presence and gift-worthy elegance. The illustrated frieze, featuring a figure engaged in the ancient practice of tea cultivation amidst abundant botanical growth and symbolic aquatic elements, suggests connections to traditional folk art forms and scroll painting conventions, where continuous narrative bands conveyed stories of labor, nature, and cultural practice. The chromatic choices reveal sophisticated understanding of color harmony, with the dominant cool blue palette creating visual coherence while warm orange and red accents introduce vitality and direct the eye through the composition. Technical execution throughout demonstrates masterful control, from the precise registration of the golden seal element to the seamless integration of illustration with typographic elements and the careful consideration of how the design translates across different package scales from gift box to individual sachets. The thematic content appears to celebrate the journey from cultivation to consumption, honoring both the natural abundance that produces fine tea and the human dedication required to bring it to fruition. Iconographic elements including fish, which traditionally symbolize prosperity and abundance in many cultural contexts, and flourishing botanical forms suggest wishes for good fortune and natural plenty. The work invites consideration of how contemporary packaging design might serve as a vessel for cultural storytelling, transforming commercial objects into carriers of heritage meaning. How might such thoughtful design choices influence our experience of the product within, and what does the deliberate embrace of traditional imagery suggest about contemporary relationships with craft and authenticity?
Press Kit
- Unique Properties
- The product design uses Guizhou ecological tea gardens, frogs, big swallows, tea pickers, the Chishui River, and red culture as creative elements to construct a natural and excellent organic ecological humanistic world illustration design. Today, when we advocate returning to nature, let People can easily feel the breath of nature coming to their faces. Through the unique and unique visual language, the personality of the product packaging is established, and it can perfectly echo the brand,
- Dimensions & Packaging
- Packing box size: 300mm X 120mm X H80mm
- Tags
- Simple, modern, illustration
- Production Technology
- The packaging paper is made of white special special paper and printed with illustrations.The packaging box is printed by laser and hot stamped gold.
- Design Challenge
- The difficulty of the design of this project lies in how to make the product more suitable for young people. In the end, we solved this problem through different illustration techniques and the use of illustrations, which conformed to the target consumer group and demonstrated the brand's selling point.
- Project Duration
- The project was launched in July 2020 and completed in October 2020
- Operation Flow
- The packaging box is simple and easy for consumers to open.The packaging materials and processes are simple and easy to mass produce.
- Research
- highlight brand personality in the form of Chinese-style illustrations.Graphic design runs through this package.It is separated from the traditional tea packaging design and fits the product positioning of the target group.highlighting everyone's understanding of tea, presenting products that are both novel and full of oriental charm.The design reflects the ecology of the production area and conforms to the target consumer group.
- Inspiration
- Aim of design through younger and literary design, clearly distinguish it from traditional green tea in the market. Create a natural and excellent illustration design for Guizhou Ecological Tea Garden, Frog, Big Swallow, Tea Picker, etc. The design reflects the ecology of the production area and conforms to the target consumer group. It is separated from the traditional tea packaging design and fits the product positioning of the target group.