Brand image design and promotion for “Spring Water and Autumn Fragrance” Tea House

Abstract

Pu-er tea, as an integral part of Chinese traditional culture, plays an important role in the historical heritage and cultural legend. The idea of this design originated from the author's interest in traditional Chinese culture and tea drinking, so I chose Pu-er Tea as the entry point to promote Pu-er Tea culture and enhance the public's understanding of Pu-er Tea as well as China's tea-drinking culture. Through the traditional decoration with Chinese style, to promote the traditional Chinese culture. This series of design includes VI design, poster design and packaging design. It mainly highlights the light and elegant characteristics of Chinese traditional culture, and takes the plane wind as the main style of design, showing the Zen style of the dust. In the early stage of the design, the computer is used to draw and complete the design of the main electronic draft design, and then later on the production of the physical objects and the layout of the booth. The VI design adopts the flat wind design style, which expresses the classical Zen design idea of the tea house and makes the design more recognizable and visually impact. The poster design assimilates the characters with the landscape, and at the same time adopts the same colouring method as the auxiliary graphics to express the tonality of the brand, and at the same time divides the large colour area and applies the theme colors. The packaging design adopts the same design language as the VI design, and expresses the Zen nature of the brand through the typography of fonts and graphics, and low saturation and light colors. Life is the cradle of design, and design is people's words and their perception of life. Through this design, I have learnt that as a designer, I must pay attention to the observation of life and be good at getting inspiration from life, so that the design can creatively meet people's life needs. I also realised that the complex and dialectical traditional way of thinking can show a variety of characteristics.