ATMOSPHERE —The similarities and differences between visions
Description: “Atmosphere” uses Jiangnan (the region of China that is south of Yangzi River) and Sichuan (a region located in southwest China) culture to compare the differences between the two areas. Jiangnan and Sichuan share
the water of Yangtze River, yet developed differing culture and customs. Jiangnan people are gentle and elegant and Sichuan people are true and passionate. The visual effect created by the clash of these two cultures embodies the concepts of “wholesome” and “balance” in Chinese culture.
the water of Yangtze River, yet developed differing culture and customs. Jiangnan people are gentle and elegant and Sichuan people are true and passionate. The visual effect created by the clash of these two cultures embodies the concepts of “wholesome” and “balance” in Chinese culture.
The Conception Of Logo: Chinese calligraphy is used to merge the two Chinese characters that represent “Atmosphere (i.e., fen-wei)” into a smooth flow similar to the river that connects Jiangnanand Sichuan. The characteristics of Jiangnan, such as white walls with black tiles and the characteristics of Sichuan, such as bamboo, are used to represent the abundant culture of the two regions.
Posters
Description: Two posters show the characteristics of Jiangnan and Sichuan in detail.
1.The Poster On The Left Side: “Atmosphere” Jiangnan series used light colors with a swirling pattern to convey the freshness and elegance of Jiangnan, as well as its gentleness and warmth. The swirling pattern is a representation of Jiangnan’s water spirit. Jiangnan is a land of water and warmth.
2.The Poster On The Right Side: “Atmosphere” Sichuan series uses flamboyant red to emphasize the enthusiasm and passion of Sichuan people. The traditional Chinese wave pattern represents the Min River, which originates from the grassy hills of snowy mountains, and the appealing sight of white water flowing out to sea.
Packaging Design
Description: Soft and light colors are used in the Jiangnan series to show the elegant Jiangnan temperament. The three primary colors are used in the Sichuan series to emphasize the passion of Sichuan people. Different patterns are used according to the characteristics of various types to tea to portray the culture of different regions.
