Dianhong Four Beasts Tea PR Gift Packaging

Project: Dianhong Four Xiang Tea PR Gift Package

Brand: Dianhong

Service: Design

Category: Tea

In ancient China, people believed that all changes can be calculated by the stars, combined with the four season changes (spring, summer, autumn, and winter) and the stars on four directions (east, south, west, and north) and evolved to the celestial animals, white tiger, green dragon, red phoenix and black turtle, symbolizing Yin&Yang conversion and evolution. Based on this concept, Dianhong uses the celestial animals as super visual symbol elements to reconstruct the Four Xiang IP and modern tea-drinking lifestyle, in the presentation way of Tai Chi.

The principle of Yin and Yang is that all things exist as inseparable and contradictory opposites, for example, female-male, dark-light and old-young. The principle, dating from the 3rd century BCE or even earlier, is a fundamental concept in Chinese philosophy and culture in general. The two opposites of Yin and Yang attract and complement each other and, as their symbol illustrates, each side has at its core an element of the other (represented by the small dots). Neither pole is superior to the other and, as an increase in one brings a corresponding decrease in the other, a correct balance between the two poles must be reached in order to achieve harmony.

Each animal represents a different season, and the tea under certain animal is suitable for the certain season: dark tea in spring, white tea in summer, green tea in autumn, and black tea in winter. This is corresponding to the idea that reconciling Yin and Yang.

The structure of the box is integrated with the illustration, following the constantly changing course of Tai Chi. When opening it in the left and right direction, it shows Yin and Yang in the middle, representing the two-sided of things; opening in up and down direction turns Yin to Yang, Yang to Yin, meaning extreme positiveness will turn to extreme negativeness, and vice versa. This is the pattern that all things change in. The ideology of Taoism is applied in the usage of this box, making it correspond with the attribute of the product. The intriguing "Tai Chi" cultural is shown on the box with high saturation gold foil technique to reflect the "dominant" feeling of ancient beasts.