Project Overview
This is a poster design project for celebrating the 5th year anniversary of Chatime, a fresh tea specialist franchise promoting modernised Taiwanese tea culture. We were inspired by the joy of the 5th year anniversary and also the believe of Chatime, who hand craft all their tea products upon order.
Same as coffee brewing, tea brewing involve lots of hand crafted technique: tea field selection, tea leaves drying, tea leaves selection, temperature and water. It is well believed that tea brewing is a highly detailed art form. This inspired us to use an hand crafted delicate art form, paper rolling art to represent the art of tea brewing. The colourful design reflect the joy of the 5th year anniversary of the company.
This is a project full of love and tears, the illustration was done purely by paper rolling. No 3D rendering program was used to create the artwork.
Project Commissioner
Project Creator
Team
Karen Leong - Art Direction
Jenny Huang - Designer
Raymund Kwong - Concept and Photography
Project Brief
To create an outstanding branding poster of Chatime's 5th Year Anniversary, promoting the lucky draw campaign for the celebration.
Chatime is a fresh tea specialist franchise focusing on modernised Taiwanese tea culture. The company present a high quality hand crafted tea concept to Australia. By celebrating the joy of 5th Years Anniversary, we wanted to do something colourful and special, we came up with the idea of hand crafted paper rolling technique to create the poster.
Project Innovation/Need
Brewing Tea => Highly Detailed Art Form <= Paper Rolling Art
Same as coffee brewing, tea brewing involve lots of hand crafted technique: tea field selection, tea leaves drying, tea leaves selection, temperature and water. It is well believed that tea brewing is a highly detailed art form. This inspired us to use an hand crafted delicate art form, paper rolling art to represent the art of tea brewing. The colourful design reflect the joy of the 5th year anniversary of the company.
Asian drinks company often being branded as old and boring. We hope with this campaign we could enlighten the brand through an interesting design.
With our usual practise, we spend over 80% of our project time sitting in front of computer to do design. In this project, by combining paper rolling art and design, we challenge the usual way of how we practise and we achieved a surprising result.
Design Challenge
The Method:
With minimum knowledge of paper rolling art amount the team. We decided to go outside our comfort zone. We started off with a rough hand sketch with colour pencil. Same as many other graphic designers, its our very rare occasion to pick up the colour pencil again. But we loved it. We then scanned the drawing in and print it on a A3 paper to start our paper rolling journey. With hours and hours of love and tear, we completed the challenge!!
Material
The original paper rolling art pre-cut paper strip pack that we found on art stores are very limited in terms of colour selection. Luckily, with the help of our printer Jack @ Trusted Print, we be able to purchase a spectrum of lovely colour paper and get his help to trim them down to hundreds of 5mm strips.
Anything else?
Create the cup shape is definitely challenge. Paper rolling art is great with any organic curve form, but when it comes down to straight line forming, it becomes very challenging. We worked like a team of doctor on the surgery table and completed the task.
Effectiveness
This campaign engaged with all the Chatime customer in over 60 stores Australia wide and successfully shared the joy of the anniversary.
Customer were delighted by how much effort and love that we put in the campaign. The response rate is 30% higher than expected.
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
More Details