Brewing Happiness Brand Identity by Gong cha California and Gong cha Global |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Brewing Happiness PRIMARY FUNCTION: Brand Identity INSPIRATION: Tea is the flow of time. Tea is a wordless conversation. Tea is a fountain of inspiration, transforming each day into a leisurely journey of taste. Tea is life. It craves contemplation. It's worth savoring. Gong cha always ponders upon how best to brew modest happiness and relaxation in a small cup in your day-to-day life. Gong cha always ponders upon how best to provide a space for a sip of laughter with loved ones. Gong cha always ponders upon how best to share the stories of tea drinking culture easily and enjoyably with many people. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Gong cha is a Chinese term for the act of offering the best tea to the Emperor. It represents teas and beverages of the highest and finest quality, fit for royalty. Today, the Gong cha company is dedicated to the same principle of providing premium products to its customers around the globe. Gong cha promises to inspire the human spirit and create happiness with a perfect cup of tea. In order to increase brand awareness and promote tea culture, Gong cha created a series of brand materials. OPERATION / FLOW / INTERACTION: The unique brand identification program quickly revealed that the Gong cha identity had to be modern, natural, and comfortable and it had to convey variety, harmony, and smoothness. Gong cha color skim is a set of standards that plays an important role in forging the brand identity when the Gong cha color system is utilized. Gong cha's primary color is "Gong cha Tea Red", the secondary color is Pearl Brown, Milk Tea Beige, Leaf Green, and water Blue. PROJECT DURATION AND LOCATION: This project started in 2021 in California. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: All the graphics were made in Adobe Illustrator to remain vector quality. With image digitalization programs such as Photoshop, Indesign, designers developed a series of visual identities that can be easily adaptable to offline and online materials which include: Business cards, postcards, rack cards, product name cards, in-store flyers, menus, corporate letterhead, envelope, promotional brochure. SPECIFICATIONS / TECHNICAL PROPERTIES: The specs of the Business card are 2.16"x3.3" The specs of the Postcards are 4"x6" The specs of the Rack Cards are 3.67"x8.5" The specs of the Square Brochure are 4.72"x4.72" TAGS: Visual identity, Tea, Graphic Design, Branding, Stationery, System RESEARCH ABSTRACT: Tea, companion, art, taste, and moment meld to form the essence of Gong cha shape the world's culture of tea. The Main Pattern is a fundamental Key Visual that can show the brand image and tell the stories behind it. Five-element that make good tea has been simplified into patterns, making various images of Gong cha for multiple applications. When using product images on promotional items, images with warm bright colors should be used. CHALLENGE: As the company is expanding globally and its business from Asia to global, the major creative challenge was to create an appropriate visual metaphor to communicate Gong cha's core values to cultivate tea culture and brew happiness around the world. An abstract, dynamic and appealing identity system sprouted from all the different interactions creating attractive patterns and textural expressions rooted in a mission-driven symbology. The photography style gives a warmth, affinity, and delight impression that humbly reflects the humble nature of Gong cha's service. ADDED DATE: 2022-03-27 03:49:36 TEAM MEMBERS (3) : Graphic Designer: Min Huei Lu, Content: Gong cha Global Ltd and Photos: Gong cha Global Marketing IMAGE CREDITS: Image #1: Creator Min Huei Lu, Gong cha - Branding, 2022. Image #2: Creator Min Huei Lu, Gong cha - Branding, 2022. Image #3: Creator Min Huei Lu, Gong cha - Branding, 2022. Image #4: Creator Min Huei Lu, Gong cha - Branding, 2022. Image #5: Creator Min Huei Lu, Gong cha - Branding, 2022. |
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| Visit the following page to learn more: https://gong-cha-usa.com/ | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Gong cha CA Franchise PROFILE: Our Story: “Gong cha” is a Chinese term for the act of offering the best tea to the Emperor. It represents teas and beverages of the highest and finest quality, fit for royalty. Today, the Gong cha company is dedicated to the same principle of providing premium products to its customers around the globe. Gong cha promises to inspire the human spirit and create happiness with a perfect cup of tea. Established in Taiwan in 1996 by two good friends, Huang and Wu, Gong cha was unique in offering personalized service with premium teas in a variety of innovative and delicious recipes. Gong cha became loved by its customers and news of the company quickly spread by word of mouth. Its quality products grew increasingly popular, and in 2006, Huang and Wu established the Gong cha brand and opened the first Gong cha brand store in Kaohsiung City, Taiwan. Gong cha has since become one of the best-known providers of quality teas and has blossomed around the world. Tea, Companion, Art, Taste, and Moment meld to form the essence of Gong cha and shape the world's culture of tea. Gong cha always ponders upon how best to brew modest happiness and relaxation in a small cup in your day-to-day life. Gong cha always ponders upon how best to provide a space for a sip of laughter with loved ones. Gong cha always ponders upon how best to share the stories of tea drinking culture easily and enjoyably with many people. Our Philosophy: To inspire the human spirit and create happiness. |
| AWARD DETAILS | |
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Brewing Happiness Brand Identity by Gong Cha California and Gong Cha Global is Winner in Graphics, Illustration and Visual Communication Design Category, 2021 - 2022.· Read the interview with designer Gong cha California and Gong cha Global for design Brewing Happiness here.· Press Members: Login or Register to request an exclusive interview with Gong cha California and Gong cha Global. · Click here to register inorder to view the profile and other works by Gong cha California and Gong cha Global. |
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