Zao Cha Brand Identity
Concept project was to let guest to understand the traditional Guangzhou culture and drink morning tea. It is also hoped that they will experience the fun part of drinking morning tea, for example, being in the traditional teahouses, there will be a dim sum pushcart coming, and will also be the use dim sum cards as what they ate.
Zao Cha
Brand Identity | Packaging Design | Experience Design | Logo Design |
🍵Background Research
In the Cantonese concept, drinking morning tea is a very pleasant thing to spend leisure time and completely relax. This is actually similar to American spending weekend time with family and friends for a brunch.
In general, Guangzhou people drink tea between 6:50 to 11:00 am, but now changes in modern people's lifestyles, maybe a bit later. As they take morning tea as breakfast, so the whole family will sit together to share a happy time. while some may take this time to talk business, exchange information, and gather friends to chat
Although we commonly say to drink morning tea in Chinese, dim sum is the actual leading role.
Moodboard⬇️
Proposal
"Guangdong characteristics" is the cultural matrix behind the brand. We hope this brand also wants to spread out to customers unfamiliar with the culture.
1. Visualization of information, when introducing the culture, will also show visual effects to let customers see.
2. Interactive, some applications of the brand will be made interactive so that customers can have some sense of participation.
3. Food, what attracts customers to understand not only the culture and text but also the most attractive is the food. After all, no one can refuse the aroma of food.
Zao Cha Exhibition🍵🍵
The exhibition offers guests a range of Cantonese morning tea experiences.
Guests visit the exhibition will be able to gain a deeper understanding of the significance of morning tea in Guangzhou's culture and society, and appreciate the artistry and skill of the tea makers and sellers who have made this practice an integral part of the city's identity.
The Zao Cha Exhibition is an event that showcases and celebrates the rich and diverse morning tea culture of the southern Chinese city of Guangzhou. The exhibition aims to bring together tea lovers, professionals and the public to explore and appreciate the many facets of morning tea, from the introduction of different tea to the culture of tea. It will also showcase the culture of morning tea snacks and experience handmade snacks. There are special dim sum restaurants for guests to rest and taste. And the ability for guests to be able to buy some souvenirs at the end before they leave.
Guests come to visit the exhibition to get to know the culture of morning tea. There will also be some interaction. Their can exchange their tickets (electronic and paper) for a paper map of the exhibition at the front desk before entering the exhibition. The map on the yellow page introduces the different areas of the exhibition. This relates to the green page of the map. It is a game of collecting stamps that will make the guest experience better.
Guests can simply get a small stamp by stopping in the area with the stamp Icon to browse and listen to the content that will be explained in the area. After collecting five stamps, guests can go to the gift store at the end and exchange the stamped map for a special limited edition item.
This game seems to be "mandatory" for guests to go to different areas in order to have a stamp. However, the game is designed to give guests a sense of fun and reward while enjoying and learning about the exhibition
The morning tea spot inside the exhibition allows guests to try different teas and dim sum. The menu itself is also an order form where guests can use a pen to select the morning tea they want to order.
This method is also based on the ordering method of Guangzhou tea restaurants
