Tiantai Huangcha

Brand Identity for 天台县人民政府

The design is expressed in a minimalist graphic language to convey the brand's essence. A single dot symbolizes the essence of tea, embodying the simplicity and serenity of traditional tea culture. As two dots can arranged in a row, it conveys the scenery of tea leaves being dried in the sun. And three dots can arranged in a row, symbolizes three friends sitting together to drink tea. The tea scoop graphic below the logo complements the three dots above, ultimately forming a complete logo.

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Tiantai Huangcha by Kan Zhao

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Brand Identity by Kan Zhao

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Kan Zhao Tiantai Huangcha

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Kan Zhao Brand Identity

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天台县人民政府Brand Logo

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Unique Properties

The combination of dots shapes and leaves condenses the Buddhist meditation into a logo graphic with multiple meanings. The circle symbolises the essence of tea; the arrangement of two circles shows the interaction between man and nature; and the arrangement of three circles signifies the sharing and gathering of friends who are seated around a table to drink three cups of tea together. The tea lotus graphic below the logo echoes the three dots above, ultimately constituting the complete logo.

Tags

Brand Narrative, Brand Design, Symbolic Design, Sustainable Packaging, Regional IPs

Production Technology

Material Selection: The packaging is made of matte ceramic and metal handles, echoing the natural texture; balancing a sense of high-end with sustainability; 3D modelling: The tea canister form was modelled based on the logo graphic to ensure that the shape was consistent with the brand symbol. This creation, through the simple design, helps the brand to show the rich connotation, and leave a deeper memory and sense of identity in the user's mind.

Design Challenge

Cultural abstraction: how to transform Buddhist Zen into a universal symbol? This can be done by lowering the narrative cognitive threshold through a simple graphic with different numbers of circles, one circle, two circles and three circles; Breaking barriers: how to balance high-end positioning and mass communication? Minimalist design of gifts and everyday scenes to strengthen the ‘scarcity + cultural value’ label; Production: process cost control for complex shaped tea canisters, using modular moulds to reduce customisation costs.

Project Duration

The project started its design phase in October 2022, was completed in April 2023 and officially released in May 2024.

Operation Flow

Unpacking Ceremony: The layered structure of the gift box needs to be opened in a specific order, simulating the Zen tea ceremony; The combination of the tea canister and the tea tray enhances the sense of opening ceremony, which fits the needs of gift-giving scenarios, and the minimalist graphics reduce the cost of recognition, helping the brand to quickly enter new markets and strengthen the brand's memory. This minimalist symbol system can be expanded to tea utensils and cultural tourism products (such as meditation experience periphery) to continue the brand life cycle.

Research

This project creates a brand image and packaging system for "Tiantai Yellow Tea". Centered on "Buddhist culture," the design blends Zen aesthetics with tea-making traditions. The main graphic combines dots and leaf shapes. The tea lotus below forms a "poet monk with clasped hands," reflecting the "tea and Zen" philosophy. The design balances cultural richness with efficiency, emphasizing the tea's rarity and premium status. The brand gained government recognition and media coverage.

Inspiration

We were commissioned by the government of Tiantai County, Zhejiang Province to design the brand identity and packaging for the local speciality tea 'Tiantai Huangcha.' As the birthplace of yellow tea, Tiantai Temple was asked to incorporate its concept of 'Tea Zen and One Taste' into the design; to transform the traditional process of sun-drying and drinking tea into visual symbols; and to integrate a variety of cultural imagery through geometric shapes that are easy to recognise and remember .

Image Credits

Designer：Kan Zhao

Project Overview

Tiantai Huangcha Brand Identity has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

Kan Zhao was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Tiantai Huangcha Brand Identity.

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