ChuFan is a tea farm in Hangzhou planting and making traditional Chinese tea “Longjing”. In order to embody the plain character and Zen spirit of Longjing Tea, we named the brand “ChuFan”, which means “to appreciate the tea art from the very beginning mind of Brahma”. And we also named the 3 different grade of products by “one thought”, “state of clear” and “free” to symbolize the 3 levels of Zen spirit. In visual design, we discovered a key element from the tea-making process, bamboo. The woven bamboo tools are the most common tool in tea collecting, drying and hand frying. We created a unique pattern inspired by the woven bamboo, and combined with the color of Longjing tea as the identity pattern of the brand.
初梵治茶©️西湖龍井系列，品牌視覺/策劃/包裝，2014
初梵治茶是杭州西湖畔壹間龍井茶莊，為體現龍井茶恬淡的品性和禪茶壹味的精神，我們將品牌命名為“初梵治茶”，意為用最本初的清凈之心來研修茶道。並將品牌下的三個級別的茶命名為“壹念” “清境” “自在”，意喻三種品茶參禪的境界。在視覺設計上，為體現茶農堅持古法手工制茶的特點，我們從茶農手中最熟悉的器具中提取元素，竹編器具是伴隨采茶-曬茶-炒茶過程中必不可少的工具，它們的材質和紋樣具有豐富的審美和實用價值。我們從中提取簡化了蒲紋和六角形，另結合龍井茶的茶色，創作出初梵品牌的識別圖形。
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