Xuannao Master Cha Brand Identity by Chushan Design |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Xuannao Master Cha PRIMARY FUNCTION: Brand Identity 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: 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. PROJECT DURATION AND LOCATION: The project commenced in June 2023 in Shenzhen and successfully concluded in December 2023, also in Shenzhen. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION 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." SPECIFICATIONS / TECHNICAL PROPERTIES: 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 RESEARCH ABSTRACT: "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." 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. ADDED DATE: 2024-03-01 07:54:12 TEAM MEMBERS (3) : Yin Peng, Li Linlin and Liu Xingyu IMAGE CREDITS: Chushan Design |
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| Visit the following page to learn more: https://mp.weixin.qq.com/s/Ts-Jx8uDplbL6 |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Shenzhen Chushan Design Culture Group Co., Ltd. PROFILE: Chushan Design a Full-Stack Brand Strategy Service Provider, is professional brand innovation agency in China. With "Growth Services" as its core strength, it utilizes Stanford University's Design Thinking to assist enterprises in achieving growth in both brand and product capabilities. Its main services encompass the entire chain, including Directional Insights, User Empathy Research, Product/Brand Design Definition, Collective Intelligence Creativity, and Implementation of Product Development. |
| AWARD DETAILS | |
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Xuannao Master Cha Brand Identity by Chushan Design is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Chushan Design. · Click here to register inorder to view the profile and other works by Chushan Design. |
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