Jingyang Brick Tea

Jingyang Brick Tea

Client: Wen TaiYun
Design Company: LITETE BRAND DESIGN
Creative Direction: Langcer Lee
Design: Jie Yang, LinWei Guo, Riso Guo, Limo Pan
Illustration: Fan Zhang
Photography: Tao Jiang
Country: China

Jingyang Brick Tea has a history of more than 600 years. It was also known as ‘Black Gold' on the ancient Silk Road. Due to regional economic underdevelopment and a lack of brand awareness, it faces difficulties with sales and communication. In order to solve the above problems, we will introduce brand packaging for this tea.

The design concept reflects the late Qing Dynasty merchant culture and local customs. Line drawing techniques and tea receipts that circulated during the late Qing Dynasty will be used to seal the bottom of the brick tea. We use three colours on different packaging. The reason we choose these colours because they are traditional Chinese colours.

The final implementation of the packaging will use handmade rice paper and wood-block prints for inscription rubbing, which can promote the inheritance of China’s intangible cultural heritage. In addition, in order to reflect the packaging's original appearance and environment-friendly, its rubbing pigment, bonding glue and bundled straw ropes will all be made with natural materials. We will also use portable straw rope to replace the original handles in order to save resources. Finally, local women will hand-package and decorate the tea bricks, which can solve their problem of a need for employment and will also stimulate economic growth.