作品简述
海南省白沙县有一个天然的陨石坑,以其为中心的五公里范围内种植的海南有机绿茶,口味独特。大大小小的茶农也很多,但没有形成自身独特的品牌价值和包装,无法与其它绿茶品牌竞争。我们想通过创意的包装设计和策划,为当地茶农带来更多工作机会,并且提升他们的收入。
用户价值
我们想给用户一种亲历茶园,建立起消费者和产品的情感连接。我们以“三十包好茶”,喻义“一天一包”,细细品味大自然的馈赠。整体包装设计采用了“茶田”作为背景;用手绘来展现自然、茶与茶农辛勤劳作的画面。同时,一排一排的茶树可以用手“提”起来,让人有一种自己采茶的带入感。同时采用手工编织的草框来盛放,不仅可以二次使用,同时也能为当地茶农提供更多就业机会。包装采用手工丝带包装,让它看起来更像是一份精心包装的茶礼。
商业表现
目前这个项目的包装设计和品牌策划方案已经完成;受到了海南各界的一致认可,在国内一些设计网站上也收获了对包装创意设计的很多良好回馈。和茶农的对接合作,我们正在建立团队去执行和完成,更多商业方面的转化和合作,我们也正在积极筹备中。
社会影响
农业在海南经济发展中的地位非常重要,同时在“精准扶贫”国家政策的大力扶持下,带动更多茶农脱贫致富具有很大的社会意义。未来我们将通过引入更多创意和设计人才,提升海南绿茶的产品价值,为茶农带来更多工作机会。帮助和鼓励当地茶农继续种植有机绿茶,努力构建一个良性的,人与自然和谐共处的生态环境。
团队组织
项目处于筹备阶段,团队也在不断完善中。项目负责人兼设计师 陈世青,是一个老海龟,在爱尔兰留学生活十年。2013年来到海南生活,对海南岛充满热爱。还有一帮充满活力和热情的小伙伴。
流程方法
我们采取了与茶农、设计师合作的方式;三方利润共享。同时,我们尝试组织专业力量帮助茶农提高技术和生产力。设计师合作采取利润分成的模式。
项目投入
项目“设计阶段”历时1个月。成本投入在2万左右。未来项目推进预计3个月,投入在十万左右。
达成情况
项目目标是宣传和推广海南原生态的有机绿茶。通过创意的包装设计,有效的提升了有机绿茶的附加值。“三十包好茶”的包装设计和理念在一些网络平台和设计网站,收到了积极的回馈。
Project Description
There is a beautiful island in China called Hainan.There has good quality of green tea. But the tea planters are lack of branding and good packaging design. We found the local people are using sea grass to make basket. So we are using hand made basket and an unique packaging design together to improve the market value of the local green tea. This handmade basket can be reused and also created additional jobs for locals.
User Value
We want to give the customer a taste of the tea garden and establish an emotional connection between the consumer and the product. We take the "thirty packs of tea", which means "one pack of good tea for a day". The whole packaging design adopts the "tea field" as the background; hand-painted to show the natural, tea and tea farmers'hard work on the package. At the same time, rows of tea can be lift up, makes people have a feeling of inside a tea garden. At the same time, it creates jobs for the local handmade basket makers . The ribbons is making it looks more like a well - wrapped tea gift.
Business Performance
Currently, we have completed the branding and packaging design. We are building our team for producing and marketing now.
Social Impact
The agriculture in Hainan's economic development is very important, and at the same time, under the strong support of the national policy of "precision poverty alleviation", it is of great social significance to drive more farmers to get rid of poverty. In the future, we will introduce more creative and design talents to enhance the value of Hainan green tea and bring more job opportunities for tea farmers. Help and encourage local tea farmers to continue to grow organic green tea, and strive to build a healthy ecological environment in which people and nature live in harmony.
Team Structure
The project is in progress and we are building the team. Currently we have our team leader and designer James, and management team for the project.
Flow
We have adopted the method of cooperation with tea farmers and designers, and shared profits between the three parties. At the same time, we are trying to organize professional forces to help tea farmers improve their technology and productivity. Designers collaborate on profit sharing models.
Project Investment
The design part of the project lasted 1 months. The cost is about twenty thousand. Future projects are expected to last for 3 months, invested around one hundred thousand.
Project Achievements
The objective of the project is to promote the organic green tea in Hainan by creative packaging design and added value for it. "Thirty packs of good tea" packaging design and idea has received positive feedback from online platform and design websites.
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