Capacitea容涵 在英国的中国茶品牌 整体视觉

Capacitea容涵

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是一个在英国超市商场售卖的中国茶叶品牌。在整个设计过程中，我们一直力争改变西方国家对于传统东方文化及元素的理解，尝试以更当代的东方感来呈现视觉。在整个设计过程中，我们一直反问自己：什么是新中国元素？什么样的视觉能代表中国东方文化。在最终落地的方案中，我们摒弃了传统的中国纹样，采用了更为西方的绘画手法和盒形来呈现出东方的美感。我们认为，中国人的内敛，优雅，唯美的气质，是这么多年来中国文化里一直不变的元素。在插画构思方面，我们为了让西方人可以更直观的理解中国茶文化，采用了一些东西文化间共通交融的载体，例如普洱茶的包装画面，我们采用了威士忌酒的创意，意图传递普洱茶好比威士忌酒，年份越久越醇厚。

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Capacitea is a chinese tea brand which selling in the UK market. When we get this project, we try to make a clear visual difference with other Chinese culture products in the western market. In the past, most of the western people only recognize Chinese culture by the "Dragon","Great Wall" or Chinese old patterns. But now is 21th centry, so how we could present the modern Chinese culture. First, we use 8 main color to seperate 8 different teas, pick 8 differnt main objets to present each tea. For example: the tea “PUER”, we used whisky for the main object, because they have the same speciality "more elder more mellow". It will let western people easier to understand Chinese tea culture. Then we findout, to visualize the modern Chinese culture is not to redesign the old Chinese pattern, but the temperament. What didn't change in the past thousand years is the temperament of Chinese culture. "Introverted","Elegance" and "implicit“.