粽情粽意 - 端午粽礼
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Client _ 熹茗茶业 | Director _ 阿达 | Designer _ 阿法 | Planning _ 文莲 | Illustrator _ 珊瑚 | Photographer _ 训楷 | Time To Market：2020
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中国人的骨子里，是传统的，念旧的，也是讲究人情世故的，所以在每个值得纪念的日子，都会用行为来铭记，端午如此，中秋如此，年也如此。
记忆里的端午，吃粽，喝雄黄酒，洗草药水，佩香囊，赛龙舟，亲朋好友相互问候“安康”，成了端午固有的仪式感。现今现时，传统的风俗志在慢慢从简，但人与人的情意依然不减，历年节礼可见一斑。
粽情粽意，熹茗茶业2020年度端午节礼，发起的初心在于传播传统节日内涵的同时，帮助人们更有礼度和内涵的去表达情意。
讲究见用心，礼轻情意粽。相较其他节礼，它更多的是以文气细节展现自身的儒派基因：书型盒、宋版画、古籍排版、文人印章，以及端午超级符号赛龙舟、绿粽叶...视觉元素间的默契共生，让这份礼不仅细腻的表达“朱子后人，制茶世家”的熹茗内涵，也悄然抵达客群的视觉高地。
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Chinese are traditional and nostalgic, they also pay attention to tradition code of conduct. So in each memorable day, people will remember it with speial deeds, such as Dragon Boat Festival, Mid-Autumn Festival, and Spring Festival.
The Dragon Boat Festival in my memory, eating zongzi, drinking realgar wine, washing herbal water, wearing perfume sachets, dragon boat racing, friends and relatives greeting each other "ankang", has become the inherent ritual feeling of the Dragon Boat Festival. At present, the traditional customs in the slowly simplified, but people still do not reduce the affection, boxing festival calendar year can be seen.
The original intention of Xi Ming Tea Industry's 2020 Dragon Boat Festival is to spread the connotation of traditional festivals and help people express their feelings with more courtesy and connotation.
Pay attention to see the heart, courtesy light meaning rice dumplings. Compared with other boxing festivals, it shows its Confucianist genes in literary details: book-shaped boxes, song style prints, ancient books typesetting, literati seals, Dragon Boat Race with super symbols at The Dragon Boat Festival, green zongzi... The tacit symbiosis between visual elements makes this gift not only delicately express the connotation of "zhu Zi's descendants, a tea-making family", but also quietly reach the visual highland of the customer group.
