项目丨PROJECT
竹窠赵氏 / 中国武夷山岩茶品牌
竹窠赵氏 / 中国武夷山岩茶品牌
服务丨SERVICE
系列命名 / 产品策划 / 包装设计
系列命名 / 产品策划 / 包装设计
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在茶叶领域，产品名称的重要性并不亚于品牌名称，好的产品名不仅能向外传达品牌主张，甚至可以推动品牌快速发展。
因此在产品命名上，我们花了许多时间思考打磨。
在交流中我们发现，竹窠赵氏在品牌、茶叶、为人上，都体现出内敛朴实的气质，茶与人达成高度统一。
即便拥有绝佳山场，也不刻意渲染，踏实做茶。这是一种“复归自然，淡泊出尘”的境界，
因此我们提炼出【归境】这一系列名：
归：回归本真，复归自然。境：环境、意境，更是境界。
基于“竹窠深隐于武夷三坑两涧盲肠地带“的普世认知，提出“云深”概念。
云深：意味着淡泊出尘，归隐自然，不卑不亢，得缘自然。
云深：意味着淡泊出尘，归隐自然，不卑不亢，得缘自然。
In the field of tea, the importance of product name is no less than brand name.
A good product name can not only convey the brand proposition, but also promote the rapid development of the brand.
Therefore, we spent a lot of time thinking about product naming.
During the communication, we found that the Zhao family in Zhuke has a restrained
and simple temperament in terms of brand, tea and personality, and tea has reached a high degree of unity with people.
Even if you have an excellent mountain field,
you don't deliberately exaggerate it and make tea in a down-to-earth manner. This is a realm of "returning to nature, indifferent to dust", so we refine the series of names of "returning to the realm":
returning to the truth, returning to nature. Environment: environment, artistic conception, but also the realm.
Based on the universal cognition that "the bamboo nest is deep hidden in the caecum of three pits and two streams in Wuyi",
the concept of "cloud depth" is put forward.
Cloud depth: it means being indifferent to the dust, returning to nature,
Cloud depth: it means being indifferent to the dust, returning to nature,
neither humble nor arrogant, and getting the edge of nature.
归境系列定位为精装限量版茶叶礼盒，包含老枞、肉桂两款产品。
对岩茶，尤其是老枞而言，时间是尤为重要的价值衡量因素。
对岩茶，尤其是老枞而言，时间是尤为重要的价值衡量因素。
市场通常以年份进行等级划分，30年、50年、80年，上百年……
不同年份的品质泾渭分明，价差巨大，老而弥珍。
如何用更加内敛的方式诠释时间与价值？
如何用更加内敛的方式诠释时间与价值？
我们尝试寻找可以印证时间的价值符号。
答案是：树的年轮，叶的脉络。
它们都代表着时间沉淀与自然积累，并与竹窠老枞（木质香）、肉桂（花果香）
所具有的产品特质十分吻合，产品与策略达成统一,
我们进一步提出“溯本求源”的产品概念，放大价值感与文化感。
树有源，枞有根。天有界，其本道。
洞察表象，溯本求源。归循本真，得境自然。
Guijing series is positioned as a hardcover limited edition tea gift box, including two products: old fir and cinnamon.
For rock tea, especially laozong, time is a particularly important value measurement factor.
The market is usually classified by year, 30 years, 50 years, 80 years, hundreds of years
The quality of different years is distinct, the price difference is huge, old and precious.
How to interpret time and value in a more introverted way?
We try to find value symbols that can confirm time.
The answer is: tree rings, leaf veins.
They all represent time precipitation and natural accumulation, and are similar
For rock tea, especially laozong, time is a particularly important value measurement factor.
The market is usually classified by year, 30 years, 50 years, 80 years, hundreds of years
The quality of different years is distinct, the price difference is huge, old and precious.
How to interpret time and value in a more introverted way?
We try to find value symbols that can confirm time.
The answer is: tree rings, leaf veins.
They all represent time precipitation and natural accumulation, and are similar
to bamboo nest old fir (wood fragrance) and cinnamon (flower and fruit fragrance)
The product characteristics are very consistent, and the product and strategy are unified,
We further put forward the product concept of "tracing the origin" to enlarge the sense of value and culture.
Trees have roots, fir has roots. Heaven has a boundary, and its root is Tao.
Insight into the appearance and seek the source. Follow the truth and get the natural environment.
The product characteristics are very consistent, and the product and strategy are unified,
We further put forward the product concept of "tracing the origin" to enlarge the sense of value and culture.
Trees have roots, fir has roots. Heaven has a boundary, and its root is Tao.
Insight into the appearance and seek the source. Follow the truth and get the natural environment.
云深枞意 老枞水仙 · 木质味木质香，兰心盛。水润回甘，意蕴悠长。
云深桂语 肉桂 · 花果香花果香，沁心淌。色味醇正，岩韵风雅。
云深桂语 肉桂 · 花果香花果香，沁心淌。色味醇正，岩韵风雅。
Cloud deep fir meaning, old fir Narcissus, wood flavor, wood fragrance,
orchid heart Sheng. Water moistens and returns to sweetness, with a long meaning.
Yunshen GUI language: Cinnamon, flower and fruit fragrance, refreshing and flowing.
Yunshen GUI language: Cinnamon, flower and fruit fragrance, refreshing and flowing.
Mellow color and taste, elegant rock charm.
为了更好呈现质感，我们采用了双层抽盒的方式增加期待感，
并通过镂空与叠层呈现树皮经过岁月雕蚀后留下的洞口，让消费者透过树洞可以窥见时间的印记——年轮、叶脉。
封套：纸蓝碧源博苒优黑330克，满版击凹，内容平烫金，logo浮雕烫金。
封套：纸蓝碧源博苒优黑330克，满版击凹，内容平烫金，logo浮雕烫金。
复刻树皮纹理，同时加入极具手撕感的镂空设计，制造“树洞”；
抽屉盒：抽屉封套2.5厘中纤板，裱120克博苒优黑，满版烫金，logo浮雕烫金。
抽屉盒：抽屉封套2.5厘中纤板，裱120克博苒优黑，满版烫金，logo浮雕烫金。
与第一层形成鲜明对比，凸显年轮、经络，增强反差感。
抽屉：2.5厘中纤板，裱120克博苒优黑，击凹。
内托：无味可降解EVA植长毛绒。
内盒：1000克复合灰板裱120克博苒优黑V槽，裱120克博苒优黑烫金，击凹。
抽屉：2.5厘中纤板，裱120克博苒优黑，击凹。
内托：无味可降解EVA植长毛绒。
内盒：1000克复合灰板裱120克博苒优黑V槽，裱120克博苒优黑烫金，击凹。
从极致朴素到极度炫目，真正的价值往往深藏于其中。
透过现象看本质，我们都能收获更多。
In order to better present the texture, we adopt the method of double-layer box drawing to increase the sense of expectation,
Through hollowing out and laminating, the holes left by the bark after years of carving and erosion are presented,
Through hollowing out and laminating, the holes left by the bark after years of carving and erosion are presented,
so that consumers can see the marks of time - annual rings and leaf veins through the tree holes.
Envelope: paper blue, Biyuan, Boran excellent black 330g, full version concave, content flat bronzing, logo relief bronzing.
Re engrave the bark texture and add the hollowed out design with a strong sense of hand tearing to create a "tree hole";
Drawer box: drawer envelope 2.5cm MDF, mounted with 120g Boran excellent black, full version bronzing, logo relief bronzing.
It forms a sharp contrast with the first layer, highlights the growth rings and meridians, and enhances the sense of contrast.
Drawer: 2.5cm MDF, mounted with 120g Boran excellent black, concave.
Neto: odorless degradable EVA plant plush.
Inner box: 1000g composite gray board mounted with 120g Boran excellent black V groove,
Envelope: paper blue, Biyuan, Boran excellent black 330g, full version concave, content flat bronzing, logo relief bronzing.
Re engrave the bark texture and add the hollowed out design with a strong sense of hand tearing to create a "tree hole";
Drawer box: drawer envelope 2.5cm MDF, mounted with 120g Boran excellent black, full version bronzing, logo relief bronzing.
It forms a sharp contrast with the first layer, highlights the growth rings and meridians, and enhances the sense of contrast.
Drawer: 2.5cm MDF, mounted with 120g Boran excellent black, concave.
Neto: odorless degradable EVA plant plush.
Inner box: 1000g composite gray board mounted with 120g Boran excellent black V groove,
mounted with 120g Boran excellent black bronzing and concave.
From extreme simplicity to extreme dazzling, the real value is often hidden in it.
Seeing the essence through the phenomenon, we can all gain more.
From extreme simplicity to extreme dazzling, the real value is often hidden in it.
Seeing the essence through the phenomenon, we can all gain more.
Ⓒ UNKNOWN 不之名品牌事务所 出品
