Silver Graphics, Illustration and Visual Communication Design · 2024
Xuannao Master Cha Brand Identity
- A' Design Award 2024 Silver Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2024
- CLIENT: Shenzhen Chushan Design Culture Group Co., Ltd.
- Estimated Number of Design Views: 83,037
- Verification code 60072E391E · Verify this award
About Xuannao Master Cha Brand Identity
Xuannao Master Cha is a brand identity created for a Chinese sparkling tea brand. The logo shows a panda practicing Chinese Qi Gong beneath the character for Qi, written in bright orange calligraphy. The panda figure, named Da Qi Xia, has a dignified expression and suggests heroism and a lively spirit. These qualities are linked to the bubbles in the tea. The calligraphy and the panda root the brand in Eastern culture and make the drink familiar to local consumers. The logo has no fixed size, so its poses and scale can be adapted to each application.
Xuannao Master Cha Brand Identity by Menghao Zeng exemplifies contemporary approaches to visual identity that synthesize cultural heritage with modern character design sensibilities, creating a mascot figure that embodies both tradition and contemporary vitality. The work demonstrates sophisticated understanding of three-dimensional form language, employing smooth volumetric rendering that suggests digital modeling techniques executed with notable precision and aesthetic refinement. The panda figure, an instantly recognizable cultural symbol associated with qualities of gentleness, strength, and cherished rarity, has been reimagined through the lens of martial arts iconography, its confident stance suggesting mastery, discipline, and dynamic energy. The vermillion ribbons spiraling above the figure introduce kinetic movement into the composition while simultaneously evoking traditional festive elements and the flowing gestures of calligraphic brush work, their helical arrangement creating visual rhythm that guides the eye through the composition. The chromatic strategy demonstrates confident restraint, limiting the palette to essential elements that achieve maximum visual impact through strategic contrast rather than chromatic complexity. The integration of East Asian typography establishes cultural grounding while maintaining contemporary visual currency, the bold letterforms echoing the confident presence of the character illustration. This identity system suggests thoughtful consideration of how traditional cultural symbols might be reinterpreted for contemporary commercial contexts while maintaining authentic connections to heritage. Viewers may find themselves drawn to consider how character design serves as a bridge between cultural memory and contemporary brand expression, inviting reflection on the evolving relationship between tradition and innovation in visual communication.
Press Kit
- Unique Properties
- The brand logo depicts a panda practicing Chinese Qi Gong under the vibrant orange calligraphy character for "Qi." The IP, "Da Qi Xia" exudes a dignified facial expression, reflecting the serious attitude of Chinese people towards their bubbly tea. Incorporating qualities like heroism, chivalry, and a lively spirit, we metaphorically relate these attributes to the bubbles in the tea, encapsulating the essence of Chinese bubbly tea with the word "Da Qi" – encouraging users to drink "Da Qi Cha" and become great achievers.
- Dimensions & Packaging
- The dimensions of the brand logo are not strictly defined, allowing flexibility for customization based on practical production considerations.
- Tags
- Brand Design, Logo Design, Brand Identity, IP Design, Tea, Panda
- Production Technology
- Rooted in emotional and functional values, the logo's depiction of Qi and the panda is the brand's core identity element and spiritual carrier. The design draws strength from the logo's interesting and dynamic vitality, allowing for the portrayal of different states through the movements of "Da Qi Xia."
- Design Challenge
- The challenge lies in incorporating the brand's cultural DNA to strengthen the Eastern visual experience. Effective communication with users to convey the brand's values is crucial.
- Project Duration
- The project commenced in June 2023 in Shenzhen and successfully concluded in December 2023, also in Shenzhen.
- Operation Flow
- Personalized application of the brand logo in different scenarios provides consumers with varying visual experiences, allowing them to perceive the brand's interesting and dynamic vitality.
- Research
- "Xuannao · Oriental Sparkling Tea " is a Chinese bubbly tea brand from Chongqing that creatively explores the world of Chinese original leaf tea, closely following market trends and catering to the youth. Focusing on the core quality of selecting 0 additives high-quality Chinese original leaf tea, the brand resonates with the youth through bubbly vibrations, incorporating 100% seasonal fresh fruit for a unique fruity touch, ultimately becoming the pioneer in "Fresh Fruit Bubbly Tea."
- Inspiration
- To minimize the foreign cultural unfamiliarity for Chinese consumers and provide a compelling reason to enjoy bubbly tea, we have integrated the expression of the Chinese character "Qi" from Eastern calligraphy. Embracing the national treasure, the panda, practicing Chinese Qi Gong, the brand features a majestic panda IP named "Da Qi Xia" . This symbol injects a healthy and friendly visual concept into the brand, resonating with the essence of the product.
- Image Credits
- Chushan Design
Colors of Xuannao Master Cha Brand Identity
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