Xuannao Master Cha
Brand Identity for Shenzhen Chushan Design Culture Group Co., Ltd.
Introducing Xuannao Oriental Daqi Tea enticing Chinese consumers with sparkling tea. Drawing inspiration from Chinese Qigong and the cherished panda, the logo grounds the brand in local culture, bridging any cultural gaps and visually blending tea with bubbles. Chinese virtues like courage, magnanimity, and confidence are metaphorically mirrored in the bubbles of sparkling drinks, encapsulated as Daqi, signifying generosity and inclusivity. Thus, a sparkling tea tailored to the eastern taste buds emerges. In the east, perhaps, sparkling water could be known as Daqi Tea.
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Xuannao Master Cha by Menghao Zeng
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Brand Identity by Menghao Zeng
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Menghao Zeng Xuannao Master Cha
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Menghao Zeng Brand Identity
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Shenzhen Chushan Design Culture Group Co Ltd Brand Logo
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Xuannao Master Cha Brand Identity Press Releases
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Xuannao Master Cha Brand Identity Media Articles
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Unique Properties
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.
Tags
Brand Design, Logo Design, Brand Identity, IP Design, Tea, Panda
Production 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."
Design 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.
Project Duration
The project commenced in June 2023 in Shenzhen and successfully concluded in December 2023, also in Shenzhen.
Operation Flow
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.
Research
"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."
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.
Image Credits
Chushan Design
Project Overview
Xuannao Master Cha Brand Identity has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
Menghao Zeng was recognized with the coveted Silver A' Design Award in 2024, a testament to excellence of their work Xuannao Master Cha Brand Identity.
Menghao Zeng Press Releases
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Introducing Xuannao Oriental Daqi Tea: A Sparkling Brand Identity
Xuannao Master Cha, a project by Menghao Zeng, is a brand identity design that integrates Chinese cultural elements to create a compelling visual concept for a bubbly tea brand. The design draws inspiration from Chinese calligraphy, Qi Gong, and the national treasure, the panda, to resonate with the essence of the product.
Menghao Zeng Newsroom
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