Visual Identity,Packaging
Art Designer:
Du Lei
Designer:
Zhang Senxiang
Year:
2024
Contrasting the electric, trendy, and dazzling aesthetic of the parent brand, we've opted for a reverse approach. Our vision is to embody Chinese traditional culture while still radiating the brand's cutting-edge spirit. Drawing inspiration from the quaint yet intriguing anglicized naming conventions, we've christened this tea venture as "Pu Lei Hao Si" . This naming also imbues the brand with an intangible sense of ambiance, where we mimic the diverse exteriors of PLAY HOUSE clubs and fuse them with the timeless entertainment legacy of "Parliament" (a nod to Shanghai's historic Bailemont Theater), crafting an entire visual identity framed by textual elements. Embedded within these graphics are quotes from China's most venerated tea classic, "The Classic of Tea" (Cha Jing).Our product development team has delved deeply into the annals of "Cha Jing," meticulously selecting tea origins, seasons, and varieties to curate a range of purer, healthier tea beverages that not only quench thirst but also tell a tale of ancient wisdom and contemporary refinement.
PLAY HOUSE是国内顶尖的CLUB品牌，在全球百大CLUB排名16，中国第一。 品牌以音乐、锐舞作为内核，与全球顶级DJ、艺人、明星合作，为客户打造顶级的视听娱乐体验。我们受邀为品牌打造全新的茶饮品牌，为客户提供专属的非酒精饮料，以满足全亚洲各门店的需求。
与母品牌电子、潮流、炫丽的风格不同，我们选择了反向输出。我们希望品牌在输出前卫文化的同时，也能体现中国传统文化。效仿最传统也是最有趣的英译形式，我们将品牌命名为：普雷浩寺。同时，命名也给了品牌无形的场域感，我们模拟PLAY HOUSE不同的门店外观，结合百年娱乐元素「百乐门」，通过文字框的形式构建了整套视觉。而图形中的文字，则是来自于中国最古老的茶类文献《茶经》。产品研发团队对《茶经》进行了大量的研究，通过对产地、季节、品类的选择，研发了更纯粹更健康的茶饮产品。