This is a case study series to unfold the behind-the-sense design process of Shen Yueh Yun Tea House (山月雲茶館) Tea Packaging Redesign Project by INNORHINO. We will walk with you through various crucial design stages in the following articles:
Graphic Design & CMF
How to visualize the image of a brand?
Hi there! Today we will talk about how we redesigned the graphics and CMF (color, material, and finish) for Shen Yueh Yun’s Tea packaging based on our previous research. Let’s get started!
Graphic Design Principles
Simplicity
To stay simple, we kept only the expressive and highly recognizable Chinese calligraphy logo as our visual centerpiece. And from here, we developed the whole visual system around this logo.
Hierarchy
Graphic design is about building a hierarchical structure to organize visualized information. We wanted to highlight the logo by setting layered visual elements around it.
Consistency
We’d like to project strong and consistant brand image by applying the same visual system in various creative ways on different package designs.
Visualizing Brand Image With CMF
The brand name Shen Yueh Yun (山月雲) means mountain, moon, and cloud in Chinese. The name itself has told the story of fine alpine tea grown high in the majestic Mount. Qilai, bathed under silver moonlight, and blanketed in soft mountain clouds.
We wanted to tell this beautiful brand story, visually.
We took the skyline of Mount. Qilai as the pattern that went with Shen Yueh Yun’s (山月雲) logo. As for the CMF design, we used muti-directional pine green gradience to represent the changeful cloud forms in the mountain. And we applied a silver metallic finishing that brought out the silver texture of the moonlight to all packagings.
Selecting The Right Typeface
To express the foggy moist mountain environment where Shen Yueh Yun’s (山月雲) beautiful tea garden is located, the ink wash effect of GenWanMin TW (源雲明體) is the perfect choice for Chinese typeface.
For the English typeface, we chose Baskerville which was used in a lot of academic publications. It brings out a sense of classic, elegant, timeless feel with a hint of sophistication, just like the tea of Shen Yueh Yun.
Final Graphic Design + CMF
Next step
In the next blog, we will reveal our best design/ rebranding solutions for Shen Yueh Yun. Stay tuned, we will see you soon!
Partnering with experts who speak design and business
At INNORHINO, we have a team of experienced product specialists, designers, and in-house engineers who are dedicated to elevating your brand to the next level. We provide innovative packaging solutions that cater to your needs. Interested in collaborating with us? Send us an email at hello@innorhino.com!
This article is written by: Patrick Wang – INNORHINO Design Team
Image source: INNORHINO, Shen Yueh Yun
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#packagingdesign #teapackaging #packagingsolution #graphicdesign #industrialdesign #branding
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