CHATSUGI | Tea Visual Identity Design

CHATSUGI 茶繕

Tea Visual Identity Design

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Fix me pl(tea)se.

「被蟲咬的茶葉，成就了東方美人，被生活痛打的我們，技術上來說，好像也算是東方美人？」

受傷了，傷口會癒合，瓷器碎了，用金粉修繕。修繕處謂之景色，脆弱與堅強並存如我們。從生活陷落處修理，夾縫裡換氣找自己。不圖遮掩，更見完美。在雨過天晴，金黃茶湯裡見苦盡甘來，敬那些不完美的美。

以金繕文化「修復重生」的概念連結茶品項讓人沉靜、療癒的意象，比起喝了再上我們更希望你冷靜一下(或是喝了躺下也很好)，茶很燙，慢慢等它涼，喘口氣再上。

我們希望多點和自己相處的空間，在包裝刻意降低對風味的描述，以故事的方式更情境的、更生活經驗的方式呈現一杯茶的想像空間。比起灌輸知識，我們選擇當個分享故事的人，畢竟昨天的事故都是今天的故事嘛，磕磕絆絆用來拌飯。

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The naming of the brand name is inspired by the Japanese words for "Tea (Cha)" and "Kintsugi". Kintsugi is a process of repairing broken porcelain or artwork, and it is also a philosophy that regards damage and repair as part of the history of the object , rather than cover up, giving new life to porcelain but preserving the past.

We combine the concept of Kintsugi fix porcelain with tea, integrate the concept of "Fix me Please" into tea and life, and provide a cup of product and brand design that makes people calm and take a breath. Just like an injured wound will heal, broken porcelain can be repaired through Kintsugi, a person's heart needs to rest and need a cup of tea to calm down and relax, and then continue to have a good day after cheering up.

In the visual totem of the packaging design, we used the image of Kintsugi to be expressed by hot stamping, and combined with different product flavors to present the image of porcelain and gemstones of different materials. In the visual presentation, we retained the appearance and cultural respect of Kintsugi as a traditional craft, and then in the packaging In terms of copywriting, we try our best to reduce the professional copywriting in terms of flavor, and use storytelling to describe our imagination of flavor. Every tea has a story about tea. We hope that this way can enhance consumers' imagination of tea flavor.

About Kintsugi:

Kintsugi, also known as kintsukuroi ( "golden repair"),is the Japanese art of repairing broken pottery by mending the areas of breakage with lacquer dusted or mixed with powdered gold, silver, or platinum; the method is similar to the maki-e technique.As a philosophy, it treats breakage and repair as part of the history of an object, rather than something to disguise.

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