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Jingyang Brick Tea

Design: Langcer Lee
Location: China
Project Type: Produced
Client: 陕西古渡茯砖茶有限公司
Golden Pin Design Award PR: Daniel Cunningham
Product Launch Location: China
Packaging Contents: Tea
Packaging Substrate / Materials: Rice paper
Printing Process: Traditional Chinese Woodblock

Jingyang Brick Tea has a history of more than 600 years. It was also known as ‘Black Gold' on the ancient Silk Road. The design concept reflects the late Qing Dynasty merchant culture and local customs. Images on the packaging depict various aspects of life back then, such as merchants riding horses around the towns and countryside, vendors selling local snacks, folk artists performing Chinese opera, and students preparing for exams.

Three traditional Chinese colors offer three different packaging options. Line drawing techniques and tea receipts that circulated during the late Qing Dynasty are applied to the seal script design on the bottom of the brick tea. The final implementation of the packaging uses handmade rice paper as the main packaging material, and traditional Chinese woodblock printing for the inscriptions, which are all carved by hand.

The designer's hope is to promote Chinese intangible cultural heritage. Also in order to promote sustainability, rubbing pigments, bonding glues, and string materials implemented in the packaging are all made with natural materials.

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