消消火·凉茶
在中国，当人们吃了过多的油炸食品或者火锅之后，容易口舌生疮，喉咙不适，他们将这种现象称之为“上火”。而“上火”一词，从字面上看的话和中文的“起火”一词基本相同 ，确实可以理解成有火在燃烧。但实际上并非是指我们生活中所看到的火焰，而是中国人对一种体内不舒服状态的称呼。当中国人有这种不舒服的状态的时候，或者为了预防这种状态的发生，会选择喝凉茶。针对产品名称的字面意义，我们直接将产品设计成了灭火器的样子，让消费者在更短的时间内明白这个产品的强大功效性，因为它的造型已经说明了一切。而且这种创意点在中国可以说是每一个中国人一看就能马上明白的。
In China, when people eat too much fired food or hotpot, it’s very possible for them to get sores and pain in mouth, tongue and throat. This symptom is called “get inflamed”. In Chinese, “get inflamed” literally looks almost the same as “on fire”, and can indeed be understood as that the flame is
Burning. However, it does not indicate the flame that we can actually see, but a Chinese expression for describing physical discomfort. When Chinese people have such discomfort or intend to prevent this physical illness, they will choose to drink herbal tea. Based on the literal meaning of the product name, we adopt a straightforward way to design the fire extinguisher look of the product. The design will enable consumers to realize the strong effectiveness of the product in a shorter time because its appearance has explained everything. Additionally, in the context of Chinese culture, this creative idea is bound to be instantly understood at the first glance of every Chinese.
Awards:
Golden Pin Design Award 2018
