ANSHUN GREEN
安顺绿 高山绿茶包装设计
ART DIRECTOR: A Water
DESIGNER: Lucas
YEAR: 2022
CLIENT: AnShun gov
安顺绿 高山绿茶包装设计
ART DIRECTOR: A Water
DESIGNER: Lucas
YEAR: 2022
CLIENT: AnShun gov
Across all eras and regions, food and drink have always been fundamental choices in daily consumption. Meals provide sustenance, and drinks quench thirst. But drinks also carry stories, weaving together experiences and narratives. Designing a brand for a beverage company is inherently a challenging task. How do we create a fruit and vegetable tea brand that appeals to the public's aesthetic sensibilities while standing out in a market saturated with sim ilar designs? Before beginning the design process, we revisited the essential question: "Why do people buy a cup of fruit and vegetable tea?"
Satisfying thirst and cravings are among life’s most basic desires. Beyond that, the unique tastes associated with fruit and vegetable teas—often accompanied by interesting textures, such as chewable elements—and their rich nutritional value are key factors that attract consumers. We believe that one of the goals of design is to recreate this drinking experience. Are you thirsty? Have a drink. Do you love the taste of oranges? Take a sip. These are instinctive consumer decisions, not complex brand narratives. Therefore, how do we convey the essence of fruits and vegetables? Perhaps the most straightforward way is to visualize inserting a straw directly into a peach. It’s a fresh, appetizing image that immediately conveys the product's appeal.
By placing this image on the cup, we create a logo that is fresh, intuitive, easily recognizable, and memorable. We want the "Fruit Time" logo to evoke drinkability, much like how a knife-and-fork symbol is universally recognized as representing dining spaces. To enhance the design, we refined details by adding subtle curves to improve perspective. The straw doesn’t pierce through the fruit, preserving its completeness and making it appear more nutritious and delicious.
This new logo and brand concept align with the core qualities of the product—freshness, health, vitality, and quality—without resorting to convoluted storytelling. In today's crowded fruit and vegetable tea market, where consumers are often overwhelmed by a barrage of terms and concepts, we believe in simplifying the message. A clear, consistent voice that resonates with consumers fosters trust and builds brand loyalty.
Satisfying thirst and cravings are among life’s most basic desires. Beyond that, the unique tastes associated with fruit and vegetable teas—often accompanied by interesting textures, such as chewable elements—and their rich nutritional value are key factors that attract consumers. We believe that one of the goals of design is to recreate this drinking experience. Are you thirsty? Have a drink. Do you love the taste of oranges? Take a sip. These are instinctive consumer decisions, not complex brand narratives. Therefore, how do we convey the essence of fruits and vegetables? Perhaps the most straightforward way is to visualize inserting a straw directly into a peach. It’s a fresh, appetizing image that immediately conveys the product's appeal.
By placing this image on the cup, we create a logo that is fresh, intuitive, easily recognizable, and memorable. We want the "Fruit Time" logo to evoke drinkability, much like how a knife-and-fork symbol is universally recognized as representing dining spaces. To enhance the design, we refined details by adding subtle curves to improve perspective. The straw doesn’t pierce through the fruit, preserving its completeness and making it appear more nutritious and delicious.
This new logo and brand concept align with the core qualities of the product—freshness, health, vitality, and quality—without resorting to convoluted storytelling. In today's crowded fruit and vegetable tea market, where consumers are often overwhelmed by a barrage of terms and concepts, we believe in simplifying the message. A clear, consistent voice that resonates with consumers fosters trust and builds brand loyalty.
在任何时代、任何地区，茶叶一直是人们最熟悉、最频繁的一种饮用消费选择。
黔中腹地，山水灵动。安顺绿茶包装设计以"自然与人文共生"为核心理念，将"瀑乡"独特的自然禀赋与六百年屯堡文化深度融合，打造兼具地域识别度与当代美学价值的茶礼体系。设计师团队历时三月深入黄果树茶区采风，从喀斯特地貌肌理中提炼出层叠式视觉语言，外盒以银墨工艺勾勒黄果树瀑布飞流形态，渐变的青黛色晕染出云雾茶山的氤氲意境，盒体开启处暗藏屯堡石砌建筑的凹凸质感，让每一次取茶都成为触摸安顺文脉的仪式。
包装主视觉以非遗安顺蜡染为灵感源泉，将布依族菱形图腾解构重组为茶叶舒展的动态符号，靛蓝主色调取自明代洪武年间江南移民服饰色彩，搭配烫金工艺呈现的屯堡地戏脸谱纹样，在传统与时尚的碰撞中诉说"江南遗韵，黔中生根"的文化故事。内盒采用可降解甘蔗纤维模压成型，以微雕工艺复刻龙宫溶洞的钟乳石纹路，内置茶仓形似屯堡姑娘的银饰项圈，巧妙融入苗族百鸟衣的羽毛纹饰，使包装本身成为可收藏的文化艺术品。
项目创新性使用点阵画法植入AR数字交互系统，扫描盒面瀑布图案即可观看采茶阿妹的地戏表演全息影像，配套茶具设计借鉴安顺文庙的飞檐斗拱结构，将实用性器皿转化为微型文化展馆。整套设计荣获2023年德国iF设计奖，不仅使安顺绿茶溢价提升40%，更成为宣传屯堡文化的移动名片，让世界通过一盏茶汤，品味安顺的山水灵韵与六百年的人文积淀。
黔中腹地，山水灵动。安顺绿茶包装设计以"自然与人文共生"为核心理念，将"瀑乡"独特的自然禀赋与六百年屯堡文化深度融合，打造兼具地域识别度与当代美学价值的茶礼体系。设计师团队历时三月深入黄果树茶区采风，从喀斯特地貌肌理中提炼出层叠式视觉语言，外盒以银墨工艺勾勒黄果树瀑布飞流形态，渐变的青黛色晕染出云雾茶山的氤氲意境，盒体开启处暗藏屯堡石砌建筑的凹凸质感，让每一次取茶都成为触摸安顺文脉的仪式。
包装主视觉以非遗安顺蜡染为灵感源泉，将布依族菱形图腾解构重组为茶叶舒展的动态符号，靛蓝主色调取自明代洪武年间江南移民服饰色彩，搭配烫金工艺呈现的屯堡地戏脸谱纹样，在传统与时尚的碰撞中诉说"江南遗韵，黔中生根"的文化故事。内盒采用可降解甘蔗纤维模压成型，以微雕工艺复刻龙宫溶洞的钟乳石纹路，内置茶仓形似屯堡姑娘的银饰项圈，巧妙融入苗族百鸟衣的羽毛纹饰，使包装本身成为可收藏的文化艺术品。
项目创新性使用点阵画法植入AR数字交互系统，扫描盒面瀑布图案即可观看采茶阿妹的地戏表演全息影像，配套茶具设计借鉴安顺文庙的飞檐斗拱结构，将实用性器皿转化为微型文化展馆。整套设计荣获2023年德国iF设计奖，不仅使安顺绿茶溢价提升40%，更成为宣传屯堡文化的移动名片，让世界通过一盏茶汤，品味安顺的山水灵韵与六百年的人文积淀。