Week 12 Moodboards Explorations
This week I took three of my visual forms and evolved them into three distinct mood boards to convey the visual identity of Wuyi rock tea packaging.
- Traditional Chinese Art
The first mood board is focused on the Traditional Chinese art style. My inspirations are from Chinese carved stamps, Chinese landscape ink painting, and different species of animals in Wuyi Mountain.
The logo can be integrated with the Chinese letters from the carved stamps because it could be a unique signature to Chinese culture.
In 1999, the Wuyi Mountains were listed as a UNESCO World Heritage Site for their natural and cultural value. UNESCO describes the region as “the most outstanding area for biodiversity conservation” and “a refuge for a large number of ancient, relict species, many of them endemic to China.” In the mountain region, more than 5,000 different species of animals have been identified. Birds, insects, amphibians, and reptiles are wildly distributed in the forests.
Due to the unique ecological environment of Wuyi rock tea, which grows in the rocky terrain of Wuyi Mountain. I want to integrate the beautiful mountain views and conserved animals into the package, telling the story of this region through tea.
2. Organic Tea-Related Graphics
This moodboard gives a green, fresh, and organic look to the tea package.
It uses simple lines and shapes to illustrate the terraced fields and of the rock tea plantation while retaining the historical heritage of the region through unique graphics and fonts. The gold foil line represents the luxury style of the brand because Wuyi rock tea is a type of costly oolong tea leaves that has a complex tea-making process. The packaging is based on Chinese style but integrated with a modern touch to bring more connection with American tea drinkers.
3. Materiality
The third moodboard focused on the materiality of Wuyi rock tea’s envrionmental characteristics, whcih are the rock, the soil, and the leaves.
What makes these tea exceptional and famous is a unique mineral note. Rock tea usually has milder or stronger charcoal roasted flavor and twisted leaves. The earthy color palette brings a natural style of the package using sustainable materials to reveal the characteristics of Wuyi rock tea as well as a positive brand impression. The cut-out shape of a transparent “windows” on the package is used to reveal the real tea leaves, helping audiences to see what the product looks like. The unique printing technique concave and convex might be applied to the box, stamped with a variety of convex graphics and patterns, showing different shades of patterns, with a clear sense of float enhanced the three-dimensional and artistic appeal of the printed matter.
