Kaigua
Hanging Ear Tea Bag Packaging for Shenzhen Chushan Design Culture Group Co., Ltd.
Kai Gua reimagines traditional tea rituals by blending Eastern divination with modern convenience. Inspired by the Yi Ching, this hanging ear tea bag set turns the act of opening a tea bag into a symbolic activation of luck. Each of the five tea flavors corresponds to an auspicious hexagram, allowing users to draw inspiration while enjoying their tea. The interactive packaging and spiritual symbolism make every brew a moment of both refreshment and enlightenment.
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KaiGua by Menghao Zeng
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Hanging Ear Tea Bag Packaging by Menghao Zeng
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Menghao Zeng KaiGua
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Menghao Zeng Hanging Ear Tea Bag Packaging
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Shenzhen Chushan Design Culture Group Co Ltd Brand Logo
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Unique Properties
"Kai Gua" is an hanging ear tea bag product. The outer box centers on the interactive concept of "open the box, activate luck," reinventing tea rituals through playful divination symbols. Five I Ching symbols with auspicious Eastern meanings correspond to five tea flavors. As hot water meets the bag, tea aroma and "good fortune" are released simultaneously. The character (gua) bridges cultural gaps with its dual pun: "ear-hook" for modern convenience and "divination symbol" for timeless wisdom.
Tags
Mystical Consumption, I Ching, Tea Leaves, Drip Tea, Eight Trigrams
Production Technology
This design follows the principle of simplicity and efficiency, using the most basic lockbox as the outer packaging. The front of the box features a vibrant pink special color, complemented by the exquisite hot-stamping process to display the Chinese characters (kaigua) along with a distinctive brand slogan, creating a strong visual impact and brand recognition. To reduce packaging waste and enhance shipping efficiency, we have opted for adhesive stickers to indicate product flavors and information, eliminating unnecessary materials used in traditional printing. The inner packaging uses aluminum foil bags, optimized for both sealing and color, ensuring product freshness while enhancing the overall aesthetic with carefully chosen colors. This overall solution embodies a design philosophy that balances environmental friendliness, simplicity, and efficiency, while addressing both brand image and logistics convenience.
Design Challenge
The challenge of cultural translation is transforming the abstract wisdom of the 64 hexagrams of the *I Ching* into interactive symbols. We select five representative hexagrams and use packaging design to help consumers easily understand their meanings. By associating tea flavors with the hexagrams and using simple icons, we make the concept intuitive, enhancing user engagement. The innovation of drip tea addresses behavioral inertia, breaking the traditional "slow brewing" habit and making tea drinking fast and easy, in line with modern life.
Project Duration
The project was launched in March 2024 in Shenzhen, China, and completed in May 2024.
Operation Flow
After opening the outer box, randomly take out a sealed aluminum foil bag, carefully observe the hexagram on the front, and refer to the interpretation on the back. While savoring the aroma of the tea, you will seamlessly blend practicality with a sense of ceremony. Each cup of tea is not only a refreshing experience but also a symbolic "cheat code activation" moment, offering you a brand-new tea-drinking experience.
Research
This study uses a mixed-methods approach, surveying young professionals aged 25-35. It aims to create a tea-drinking experience that combines cultural resonance with practical value, addressing the mismatch between traditional tea and modern office environments. The study also tests the cognitive efficiency of I Ching symbols in consumer settings. The goal is to create a new category of "mystical consumption," increase sales and transaction value, and turn ancient wisdom into daily rituals, promoting cultural heritage while balancing functionality and emotional value in design.
Inspiration
"Kai Gua" combines Generation Z's love for astrology with the convenience of drip coffee bags, blending ancient divination with modern life. The name plays on the dual meaning of "ear hook" (efficiency) and "divination symbol" (Eastern philosophy). Tearing open the bag evokes the phrase "activating luck," turning the 64 I Ching symbols into office inspiration. This redesign makes tea drinking both a quick "physical technique" and a "spiritual uplift" through symbolic divination.
Image Credits
Image #1: Photographer Lu Weiyu, KaiGua, 2024. Image #2: Photographer Lu Weiyu, KaiGua, 2024. Image #3: Photographer Lu Weiyu, KaiGua, 2024. Image #4: Photographer Lu Weiyu, KaiGua, 2024. Image #5: Photographer Lu Weiyu, KaiGua, 2024.
Project Overview
Kaigua Hanging Ear Tea Bag Packaging has been a Bronze winner in the Packaging Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Menghao Zeng was recognized with the coveted Bronze A' Design Award in 2025, a testament to excellence of their work Kaigua Hanging Ear Tea Bag Packaging.
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