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2016 德國紅點傳達設計奬2016 Red Dot Award Communication design

 ■茶籽堂順其自然系列 / Naturally Smooth Series

有感於茶籽堂深植於土地,以自然為本的堅持,我們將系列禮盒以『順其自然』為主題,經過反覆的討論溝通,藉由台灣版畫家-沐冉的創作,用手心刻畫出天然與人文的和諧感受。以版畫工藝跨越茶籽與藝術之間,替『油、髮、身、家、禮』五個系列設計專屬視覺圖像。包裝材質選用質樸的灰卡紙與黑白網印方式,襯托版畫製作過程的層次感,整體詮釋出茶籽堂以自然為本的品牌風格-順其自然。

In view of Cha Tzu Tang’s perseverance in land and orientation in nature, we design the Series with “natural smoothness”. Print craft connects tea-seed and art to design the exclusive visual images. The packaging materials are made of plain gray cardboard and black/white screen printing to highlight the layers of print production process, which interprets the overall brand style of nature orientation in Cha Tzu Tang – Naturally Smooth.茶籽堂產品系列文宣 / Cha Tzu Tang products brochure

2016REDDOT2■茶籽堂產品系列文宣 / Cha Tzu Tang products brochure

傳承老師傅古法精神,將壓制提鍊後的茶油與茶苷以不同比例調合,發展出以人為本『油、髮、家、身、禮』五大紙本系列。封面延續茶籽堂禮盒系列的剪紙風格,特別選用復古手感紙張搭配不對稱設計,完整呈現自然的生活智慧與常民的工藝巧思。

以茶籽身處的土地為影像採集計畫並加入濃厚的藝文色彩,強調深植於土地中的在地感與生活感。從自身的感受到餽贈心意於他人,茶籽堂全面性的呵護,讓一切美好變得理所當然。

Inheriting the ancient philosophy of the master, tea oil and tea glycosides extracted from pressing the ingredents are mixed in different proportions to develop into a people-oriented paper series in “oil, hair, family, body, and gift.” The cover extends the paper-cutting styles with special selection of vintage hand-felt paper incorporated and asymmetric design, which completely presents the natural wisdom in life and craft Ingenuity in civilians.

The images of the land where tea seed is located are collected and added with strong artistic colors to emphasize the perception of locality and life for the land. Giving gifts to others from one’s perception, Cha Tzu Tang offers a comprehensive pamper to turn all beauties as natural.


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