作品名称 I 鱼玥兑白·福鼎白茶包装设计
品牌持有 I 湖南鱼玥文化发展有限公司
视觉呈现 I 薛登科
设计师 I 夏志伟
茶器设计 I 宁建强
设计机构 I 彭狮包装设计工作室
设计总监 I 彭伟
插画绘制 I 李郑昆
项目管理 I 解云
这是一款来自湖南长沙的茶叶品牌，名叫鱼玥，这款系列产品名为兑白。其品牌致力于打造愉悦的生活方式。在新品开发过程中，我们从《易经》第五十八卦兑卦得到启发，兑通悦，兑卦作为《易经》中唯一阐述愉悦的卦象，表达的是上下相和、亲友相助的欢欣愉悦，与鱼玥茶的品牌主张完美契合。
This is a tea brand from Changsha, Hunan, named Yuyue, and this series of products is called Dubai. Its brand is committed to creating a joyful lifestyle. In the process of new product development, we were inspired by the 58th hexagram of the Book of Changes, which is called "Dui Tong Yue". As the only hexagram in the Book of Changes that elaborates on pleasure, Dui Gua expresses the joy of harmony between the upper and lower levels, and the help of family and friends, perfectly fitting the brand proposition of Yuyue Tea.
产品设计理念以《周易》兑卦为设计主题展开，含义有主客友好关系即喜悦心情的茶道主义，以清晰简练线条的轮廓表达东方意境美，形体方圆有度刚柔并存，壶盖扭只取八卦阳元素，呼应阴阳的留白手法空间产生想象意境，即象征鱼玥积极向上的态度，壶两侧的不同主题元素采用浮雕擦色工艺意在平衡关系，右手持壶，元素外圆圈意含禅学思想时刻提醒以和处事之道。
The product design concept is based on the theme of "The Book of Changes", which is the tea ceremony with a friendly relationship between the subject and the object, that is, a joyful mood. It expresses the beauty of the Eastern artistic conception with clear and concise lines, with a square and round shape that coexists with hardness and softness. The twist of the pot lid only takes the elements of the Eight Trigrams and Yang, echoing the blank space technique of Yin and Yang to create an imaginative atmosphere, symbolizing the positive and upward attitude of Yu Yue, The different theme elements on both sides of the pot are embossed and colored with the intention of balancing the relationship. The right hand holds the pot, and the outer circle of the elements signifies the constant reminder of Zen thought and the way of handling affairs.
福鼎白茶，一切从简。整体设计调性大量留白，为实现人与自然的和谐提供意境。这也是中国茶文化的精神，茶要天然有机，生活要淡泊宁静，虚怀若谷。以修身养性盘坐的小沙弥为视觉中心，用现代简洁的视觉语言体现“兑白即对白“智慧的品牌理念和超迈脱俗、追求返璞归真的东方韵味。礼盒边缘由兑卦首尾相连而成，寓意连绵不断、富贵悠长。中心的阴阳鱼图案，寓意圆满和谐、万事如意。整体设计气质素雅，有着一种平心静气、清旷自若的淡泊，永远保持着一种与世无争的愉悦境界。
Fuding White Tea, everything is simple. The overall design tone is heavily left blank, providing an artistic conception for achieving harmony between humans and nature. This is also the spirit of Chinese tea culture. Tea should be natural and organic, and life should be calm and tranquil, with an open mind like a valley. The visual center is the small monk who meditates for self-cultivation and self-cultivation, Using modern and concise visual language to reflect the concept of "dialogue through dialogue" The brand concept of wisdom and the pursuit of a refined and refined Eastern charm. The edge of the gift box is connected from the beginning to the end, symbolizing continuous prosperity and longevity. The Yin Yang fish pattern in the center symbolizes perfect harmony and good luck in all things. The overall design has a simple and elegant temperament, with a calm and calm, relaxed and unrestrained indifference, always maintaining a joyful realm of being independent from the world.
从确定以《易经》第五十八卦兑卦为创意核心，到选茶、制茶、包装设计，一路筚路蓝缕。所幸初心不改，岁月不欺，最终推出了这款融《易经》与白茶为一体，承载着中国人愉悦之道的国风茶礼——兑白。
From determining the 58th hexagram of the Book of Changes as the creative core, to tea selection, tea making, and packaging design, we have traveled a long way. Fortunately, our original intention remained unchanged and time did not deceive us. In the end, we launched this traditional Chinese tea ceremony, which combines the "Book of Changes" with white tea and carries the joy of the Chinese people - Doubai.
