Task: To develop a packaging design for a Chinese tea line consisting of 3 sku, which differ in grammage and tea varieties. Consumers of the product are connoisseurs of real Chinese tea who purchase the product in specialized tea houses or order tea online. The developed packaging confirms that a high-quality authentic product can be purchased in federal retail chains, and not only in themed boutiques. The product is presented in the high-price segment (high-priced).
About design: The design style was based on two references. The first one is tea houses. Tea houses, public places in cities where people gathered to spend time over a cup of tea, appeared in the Tang era, and the Song era was their heyday. They were especially popular in the south of China, because the southerners loved tea, but there were quite a lot of houses in the north of China. The second reference is Chinese porcelain (white-blue ceramics). Blue and white pottery became popular by the 14th century, and China became the center of mass production of these items. Currently, porcelain products with blue and blue patterns have become a real hallmark of the Celestial Empire.
The facades of the houses are decorated with detailed illustrations inspired by classical Chinese motifs made by ancient craftsmen. Geisha in the clouds of tea steam, bamboo roof tiles, Chinese lanterns — everything sets you up for peaceful thoughts and pleasant tea drinking. The product line consists of three varieties of traditional Chinese tea: Wise Stork Classic Green Tea, Calm Cuckoo Oolong Tea and Free Dove Jasmine Green Tea. Varieties of tea are metaphorically represented by the images of birds living in China — the wise stork, the calm cuckoo and the free dove. The idea of the designers is that a bird flying over a covered house casts a shadow, and the higher the house, the smaller the distance from the bird to the roof surface, respectively, the cast shadow is shorter.
